Professional Documents
Culture Documents
Untitled
Untitled
u
✓
ADVERTISING
PROCEDURE
Digitized by the Internet Archive
in 2018 with funding from
Kahle/Austin Foundation
https://archive.org/details/advertisingproceOOOOklep
ADVERTISING
PROCEDURE
S TH
D
EDITION
Otto Kleppner
Advertising Management Consultant
Kleppner, Otto
Advertising procedure.
All rights reserved. No part of this book may be reproduced in any form
or by any means without permission in writing from the publishers.
To Beatrice
Contents
I
THE PLACE
OF ADVERTISING
5 Target Marketing 99
What is a product? What is a market? What is the competition? Market
segmentation. The profile of the market. Profile of the buyer. Sources of
usage and demographic data. The marketing strategy behind French Line
Advertising: a case report on positioning.
hi
MEDIA
15 Copy 339
From appeal to total concept. The structure of an advertisement. Promise
of benefit (the headline). Amplification. Proof. Action. The style of
copy. The factual approach. The emotional approach. Slogans. Review¬
ing the copy.
16 Visualization, Layouts 35 6
VISUALIZATION, 356
LAYOUTS, 368
The layout man as editor. Getting meaningful attention. Composing the
elements. Color in advertising. Layouts for small advertisements. Differ¬
ent types of layouts. The Artist’s medium. Trade practice in commercial art
work. Legal release. Criteria for layouts. Rough to finish: layout examples.
v
THE ADVERTISING
CAMPAIGN
PACKAGING, 469
Basic requirements. Packaging thinking. Designing a new package. Time
for a change? Testing the design. Legal aspects of packaging. The waste-
disposal problem.
VI
ADVERTISING
MANAGEMENT
VII
OTHER WORLDS
OF ADVERTISING
Glossary
Index 731
Preface
This book deals with the management, planning, creation and use of adver¬
tising, and tries to do so in as nontechnical a manner as possible. The reader
who is seeking a broad view of advertising will find here a comprehensive
survey. The reader whose path leads him to areas of advertising responsibility
will find, I hope, insights that become ever more meaningful.
During the past decade, changes affecting advertising have been more
profound than in any comparable period, including the years following the
advent of television. These changes have been in response to the changes in
the values of our society, such as the concern for ecology and for pollution,
the impact of consumerism, and the widening role of government. Mean¬
while advertising has been undergoing changes of its own—a la carte agencies,
in-house agencies, media services, and upheavals in media. There have been
changes, too, in the philosophy of teaching advertising, and in curricula.
Mindful of all such changes, I reached into the prior edition for those things
which time has proved valid and useful, and which are significant now, and
then proceeded to write a fresh book on advertising as I see it today. In all
instances I have tried to retain those qualities of presentation that have been
so well received in prior editions.
A suggestion: For a comprehensive study, start with Chapter 1, which
begins the discussion of advertising as an institution. Those who wish to pro¬
ceed directly to the operation of advertising may prefer to start with Chapter 3,
returning later to the prior chapters. Whichever way it is used, I hope the
book will prove helpful.
Otto Kleppner
Wardsboro, Vermont
Acknowledgments
I am indebted to many for their help: Sam Vitt, in the areas of television,
radio and media services; Frank Vos, direct response advertising; David H.
Folkman, retail advertising; David Hymes, print production; Robert La-
Chance, television and radio production; Richard Briggs, outdoor and trans¬
portation advertising. For reviewing chapters in the fields of their special
interest, and for their help in other ways, too, I am grateful to Roger Barton,
Arthur Bellaire, Dr. Frederick Breitenfeld, Jr., Fred Dahl, Jerome Eisnitz,
Franklin Feldman, Richard Manville, Alfred L. Plant, Milton Seasonwein,
Fred Wittner.
For their discerning reading of the entire work, and their suggestions,
I thank Professor William J. Kehoe, Marshall University, Professor S. Bernard
Rosenblatt, Texas Tech University, Professor Irving Settel, Lubin School of
Business, Pace College, Professor C. Raymond Swain, Jr., Lubin School of
Business, Pace College, Professor Stanley Ulanoff, Baruch College of The
City University of New York, Professor Stephen I. Winter, Orange County
Community College. My debt is great also to the many teachers of advertising
who have shared their experiences and thoughts with me.
The book has been enriched by the collaboration of Professor Stephen
A. Greyser, Harvard Graduate School of Business Administration.
ADVERTISING
PROCEDURE
I
THE PLACE
OF ADVERTISING
Background
of Today’s Advertising
This book is about Advertising. What does the term bring to mind P/TVL
and radio commercials? Newspaper ads? Outdoor signs? Magazine ads?
Supermarket displays and packages? Certainly all of these are advertising.
Perhaps, however, you may think of all the money being spent on
advertising and wonder how it affects the cost of living, or whether it
couldn’t better be spent on schools or in fighting poverty and pollution. Or it
may bring to mind a Hollywood picture of a Madison Avenue agency, where
an advertising man saves a million-dollar account by breathlessly phoning the
client with a new slogan he just dreamed up. (It doesn t work that way.)
Or you may think of advertisements that you liked, or disliked. In
any case, one cannot help being aware of the influence of advertising in
our lives.
The fact is that over $22 billion a year* is being spent on American
advertising, which in its variouTforms accosts us from early-morning news
programs until the late shows at night. How did advertising become so per¬
vasive in our society? We cannot find the reasons for its importance merely
by studying the ads; we must rather understand the economic and social forces
producing them.
# * #
3
*1972 figure, which has been advancing about one billion dollars a year.
4 Beginnings
The Place
of
Advertising It isn’t surprising that the people who gave the world the Tower of Babel also
left the earliest known evidence of advertising. A Babylonian clay tablet of
about 3000 B.c. was found bearing inscriptions for an ointment dealer, a
scribe, and a shoemaker. Papyrus exhumed from the ruins of Thebes showed
that the ancient Egyptians had a better medium on which to write their mes¬
sages. (Alas, the announcements preserved in papyrus offer rewards for the
return of runaway slaves.) The Greeks were among those who relied on town
criers to chant the arrival of ships with cargoes of wines, spices, and metals.
Often a crier was accompanied by a musician who kept him in the right key.
Town criers later became the earliest medium for public announcements in
many European countries, as in England, and they continued to be used for
many centuries. (At this point we must digress to tell about a promotion idea
used by innkeepers in France around 1100 a.d., to tell about the fine wines
served at their taverns. They would have the town crier blow a horn, gather
a group-^and offer samples!)
Roman merchants, too, had a sense of advertising. The ruins of
Pompeii contain signs in stone or terra cotta, advertising what the shops were
selling—a row of hams for a butcher shop, a cow for a dairy, a boot for a
shoemaker. The Pompeiians also knew the art of telling their story to the
public by means of painted wall signs. Tourism rates as one of the early users
of advertising, as revealed in this advertisement on a Pompeiian wall: 2
Traveler
Going from here to the twelfth tower
There Sarinus keeps a tavern
This is to request you to enter.
Farewell
The forerunner of our present want ads bore the strange name of siquis. These
were the tack-up advertisements that appeared in England at the end of the
fifteenth century. Of these, Presbrey says:
The Pilgrims arrived on American shores before the Weekly Newes of Lon¬
don was first published, so they had little chance to learn about newspapers,
but the colonists who followed them had, and the first American newspaper;
to carry advertisements appeared in 1704—the Boston Newsletter (note the
newsletter identification). It carried an advertisement offering a reward for
the capture of a thief and the return of several sorts of men’s apparel—more
akin to the advertisement offering a reward for the return of slaves, written
on Egyptian papyrus thousands of years before, than it was to the advertising
printed in the United States 250 years later. By the time the United States
was formed, the colonies had 30 newspapers.4 Their advertising, like that of
the English newspapers of that time, consisted mostly of ads we describe today
as classified and local.
However, neither those ads nor all the ads appearing in the millenia
between them explain the role of advertising since the Industrial Revolution.
The history of advertising in the United States is unique, because industrializa¬
tion took hold just as the country was entering its era of greatest growth;
population was soaring, factories were springing up, railroads opened the
West. The United States entered the nineteenth century as an agricultural
country, following European marketing traditions, and ended the century as
a great manufacturing nation, creating its own patterns of distribution. A new
age of advertising had begun.
We pick up the story around 1870, when this era of transition was
crystallizing.
%
WONDERFUL
p
□
DISCOVERY
OF THE AGE
A
Prof. A. Graham Bell, assisted by Mr. Frederic A.
Gower, will give an exhibition of his wonderful and
miraculous discovery The Telephone, before the people
of I^awrence as above, when Boston and Lawrence will
be connected via the Western Union Telegraph and vocal
and instrumental music and conversation will be trans¬
mitted a distance of 27 miles and received by the audience
in the City Hall.
Prof. Bell wilj .give an explanatory lecture with this
marvellous exhibition.
Cards of Admission, 35 cents
Reserved Seats, 50 cents
Sale of seats at Stratton’s will open at 9 o’clock.
The first telephone ad—1877.
Newspapers
Since colonial times, newspapers had been popular in the United States. In
the 1830’s, the penny newspaper came out. In 1846, Hoe patented the first
rotary printing press, and in 1871 he invented the Hoe web press, which prints
both sides of a continuous roll of paper and delivers folded sheets. By the end
of the nineteenth century, about 10,000 papers were being published, with an
estimated combined circulation of 10 million. Ninety percent of them were
weeklies, most of the rest dailies, published in the county seat with farm and
9
10 local news. By 1900, twenty of the largest cities had their own papers, some
The Place
with as many as 16 pages. Newspapers were the largest class of media at this
of 8
Advertising
To save buying their own paper, many editors (who were also the
publishers) bought their paper with one side of the sheet already printed
with world news and items of general interest to farmers, and with ads. They
would then print the other side with their own local news, and with such ads
as they could obtain. Or else they would insert such pages in their own four-
page papers, offering an eight-page paper to their readers.
From Frank Presbey, History and Development of Advertising (Garden City, N.Y.: Double¬
day & Co., 1929), p. 361.
Mass Production Appears 13
Background
of Today’s
The words "chauffeur,” "limousine,” "sedan,” remind us that the earliest Advertising
motorcars were made in France. In the United States, as in France, they were
practically handmade at first. But in 1913, Henry Ford decided that the way
to build cars at low cost was to make them of standardized parts, and bring
the work to the man on the assembly-line belt. He introduced to the world a
mass-production technique, and brought the price of a Ford down to $265 by
1925. But mass production is predicated, in a free society, upon mass selling—
another name for advertising. Mass production makes possible countless
products at a cost the mass of people can pay, and about which they learn
through advertising. America was quick to use both.
We have been speaking of the various media and their advertising. Now a
word about how the media got much of that advertising—through the ad¬
vertising agency, which started out as men selling advertising space for out-
of-town newspapers on a percentage basis; later they also prepared the ads.
The story of the advertising agency is deeply rooted in the growth of American
industry and advertising. Later in the book, we devote a whole chapter to the
American agency, from its beginnings to its latest patterns of operation. Until
then, we need keep in mind only that the advertising agency has always been
an active force in developing the use of advertising.
The moral atmosphere of business as it developed after the Civil War reflected
laissez-faire policy at its extreme. There was corruption of high government
officials by the railroads, swindling of the public by flagrant stock-market
manipulations, shipment of embalmed beef to soldiers in the Spanish-
American War. Advertising contributed to the immorality of business, with
its patent-medicine ads offering to cure all the real and imagined ailments of
man. There was a "pleasing medicine to cure cancer,” another to cure cholera.
No promise of a quick cure was too wild, no falsehood too monstrous.
The Pure Food and Drug Act (1906). As early as 1865, the New
York Herald-Tribune had a touch of conscience and eliminated "certain
classes” of medical advertising—those that used "repellent” words. In 1892,
the Ladies’ Home Journal was the first magazine to ban all medical advertising.
The Ladies’ Home Journal also came out with a blast by Mark Sullivan, re¬
vealing that codeine was being used in cold preparations, and a teething syrup
smi
...
ELECTRIC BELTS.
PARALYSIS,
NEURALGIA,
RHEUMATISM,
SPINAL IRRITATION,
NERVOUS EXHAUSTION
had morphine as its base. Public outrage reached Congress, which in 1906
passed the Pure Food and Drug Act—the first federal law to protect the
health of the public, and the first to control advertising.
14
another, in the form of the Federal Trade Commission Act, which said, in 13
Background
effect, "Unfair methods of doing business are hereby declared illegal." John of Today’s
D. Rockefeller, founder of the Standard Oil Company, got together with Advertising
some other oilmen in the early days of his operation and worked out a deal
with the railroads over which they shipped their oil. They arranged not only
to get a secret rebate on the oil they shipped, but also to get a rebate on all
the oil their competitors shipped. Result: They were able to undersell their
competition, and drive them out of business. What was considered smart
business in those days would be a violation of the antitrust laws today.13
In time, the FTC, as it is known, extended its province to protecting
the public against misleading and deceptive advertising—a matter of which
all who are responsible for- advertising today are very much aware.
Of this period of exposure and reform, James Truslow Adams, the
historian, said, "America for the first time was taking stock of the morality of
everyday life."
Around 1905, there emerged a class of advertising men who recognized that
their future lay in advertising legitimate products and in earning the con¬
fidence of the public in advertising. They gathered with like-minded men in
their community to form advertising clubs.
When the United States entered World War I in 1917, a number of advertis-
ing agency and media men offered their services to the government but were
turned down, for, as Woods reports, "Government officials, particularly Army
chiefs, believed in orders and edicts, not persuasion.” 14
But when these groups offered their services to the Council of Na¬
tional Defense, they were welcomed and became the Division of Advertising
of the Committee of Public Information—the propaganda arm of the gov¬
ernment.
Their first job was to help get all eligible men to register. By their 17
Background
efforts, 13 million men registered in one day without serious incident. The of Today’s
committee also succeeded in having advertisers use their own paid space to Advertising
advertise Liberty Bonds, the Red Cross, and the messages of the Fuel Adminis¬
tration, to use less fuel, and the Food Administration, to observe its meatless
and wheatless days.
The 1920’s
Much has been written about the tragedy that descended on the land in the
1930’s; these reports are not exaggerated. Out of this debacle, three factors
emerged that directly relate to advertising today.
The first of these was the emergence of radio as a major advertising
medium. In March 1933, President Franklin D. Roosevelt made the first
inaugural address ever to be broadcast By 'radio, giving heart and hope to a
frightened people. His line, "We have nothing to fear except fear itself,”
spoken to the largest audience that had ever heard the voice of one man,
became historic. In one broadcast, radio showed its power of moving a nation.
Radio had arrived as one of advertising’s major national media.
During all the depression years, radio programs gave cheer with their
newly developed art of the soap opera, with their music, and with their star
comedians, such as Fred Allen and Jack Benny. The Sunday night radio net¬
work shows gave a troubled people something to which they could look
forward each week. Radio maintained its status as a prime medium until tele¬
vision came along.
Second was the passage of the Robinson-Patman Act (1936) to help
protect the little merchant from the unfair competition of the big store, with
its huge buying power. This law is operative today, especially in regard to
cooperative advertising and deals.
Third was the passage of the Wheeler-Lea Act (1938), giving the
Federal Trade Commission more direct and sweeping powers over advertising;
and the Federal Food, Drug and Cosmetic Act (1938), giving the adminis¬
tration authority over the labeling and packaging pf these products, and still
effective today. These laws were in response to public reaction against the
abuses of advertising, spurred by the intense competition of the time.
World War II and Its Aftermath 19
Background
of Today’s
With the coming of World War II, industry turned to war production. Goods Advertising
were rationed even to old customers. Why tease the customers with advertis¬
ing? Yet many advertisers held that although they might be out of merchandise,
they were not out of business. They wanted to hold the goodwill of their
customers. Many used advertising to explain their conversion to war work.
Others suggested ways to stretch the supply of their goods.
The government turned to the advertising community to help sell
its war bonds, and in other public-relations problems arising from the war.
A group of advertisers, publishers, and agencies created the War Advertising
Council. So successful was this pooling of advertising effort that the organiza¬
tion, now the Advertising Council, continues its public service to this day.
Television Arrives
In 1939, television had its public debut, when President Franklin D. Roose¬
velt formally opened the New York World’s Fair by telecast from Washing¬
ton. It was a thrilling experience for viewers at the World’s Fair. This was
also the year of the first telecast of a baseball game, a football game, a boxing
match. Station WNBT, New York, received the first grant for regular tele¬
vision operation in 1941.18
During the war, manufacture of consumer TV sets was suspended;
then after the war, there was a freeze on television while the government de¬
cided upon which circuit would be the standard one, and also on questions of
frequency allocations. The freeze was lifted in 1952.
At this point we let these figures tell the story of television:
TV Advertising Expenditures
_The population of the United States grew from 151 million in 1950
to over 204 million in 1970. By 1985 it is predicted to be 245
million. One third of the expected total increase in the popula¬
tion by 1985 will be in the 25-34 age group. The years through
1985 represent the era of the young marrieds.21
—Up to 1920, most of America lived on farms and in small towns,
with modest changes in living standards. By 1920 the tide had
turned; most Americans now lived in cities. But the population
continued to be mobile; one fifth move each year. In 1970, the
largest segment of the population lived in the suburbs.22
—In 1950, two million students were enrolled in American colleges.
In 1970, the number was seven million—a rate of increase ten
times that of the total population. By 1980, the number is an¬
ticipated to be eleven million.23
_Young adults today are better educated, more involved with social
problems, and more articulate than the preceding generations.
They are more concerned with the fundamental beliefs of our
society, its goals, and its values. Advertising faces a more critical
audience.
_In 1950, 19,000 trademarks were filed for registration in Wash¬
ington. In 1970, the number was 33,000, each representing a
new product.24 Many of these products will never reach the
market, but among those that do will be the important advertised
products of the future.
_Fifty-two percent of the 1970 dollar sales in supermarkets was
generated by products that were nonexistent ten years before.25
Two thirds of the products people will buy in 1985 are still to
be developed. What’s more, of all the children in grades one
through six, about one half will be employed in occupations that
do not yet exist.26
—The four-day workweek and longer vacations are upon us, giving
more freedom for leisure pursuits.
Reading Suggestions
Two definitive books on the history of Jones, Robert W., Journalism in the
advertising are: United States. New York: E. P. Dut¬
Presbrey, Frank, History and Develop¬ ton & Co., 1947.
ment of Advertising. Garden City, Larwood, Jacob, and John L. Hotten,
N.Y.: Doubleday, Doran & Co., 1929- The History of Signboards from the
Wood, James Playsted, The History of Earliest Times. London: Chatto &
Advertising. New York: Ronald Windus, 1875.
Press Co. 1958. Morison, Samuel Eliot, The Oxford His¬
tory of the American People. New
Other books of interest:
York: Oxford University Press, 1965.
Calkins, Earnest Elmo, & Ralph Holden,
Mott, Frank L., History of American
Modern Advertising. New York:
Magazines. Cambridge, Mass.: 1957.
Appleton-Century Co. 1905.
Calkins, Earnest Elmo, "And Hearing Sampson, Henry, A History of Advertis¬
Not.” New York: Charles Scribner’s ing from the Earliest Times. London:
Sons, 1946. Chatto & Windus, 1875.
Hotchkiss, George Burton, Milestones Turner, Ernest Sackville, The Shocking
of Marketing. New York: The Mac¬ History of Advertising. New York:
millan Company, 1938. E. P. Dutton & Co., Inc., 1953.
22 Footnotes
The Place
of
Advertising l Sources:
3 Ibid., p. 17.
4 Robert W. Jones, Journalism in the United States (New York: E. P. Dutton &
Co., Inc., 1947), p. 21.
5 The Story of the United States Patent Office, 4th ed. (Washington, D.C.: U.S. De¬
partment of Commerce, 1965), p. 36.
6 Samuel Eliot Morison, The Oxford History of the American People (New York:
Oxford University Press, Inc., 1965), p. 743.
7 Fred Albert Sharwen, Economic History of the People of the U.S. (New York:
The Macmillan Company, 1934), p. 442.
8 Alfred McClung Lee, The Daily Newspaper in America (New York: The Mac¬
millan Company, 1937), pp. 711-13.
9 Jones, ]ournalism in the United States, p. 296.
10 Historical Statistics of the United States, Colonial Times to 1937, A Statistical
Abstract Supplement, Series H 407—411 (Washington, D.C.: Bureau of the Census,
I960), p. 104.
14 Earnest Elmo Calkins, And Hearing Not (New York: Charles Scribner s Sons,
1946), p. 28.
12 Earnest Elmo Calkins and Ralph Holden, Modern Advertising (New York:
Appleton-Century-Crofts, 1905), p. 76.
13 Ida M. Tarbell, History of the Standard Oil Company (New York: McClure,
Phillips & Co., 1904).
14 Wood, The History of Advertising, pp. 354-55.
15 Federal Communications Commission, INF Bulletin No. 213, issued February
1970.
48 Irving Settel, A Pictorial History of Radio (New York: Citadel Press, Inc.,
I960), p. 41.
47 Hand count by author.
48 Federal Communications Commission, Bulletin No. 2—B, October 1970, p. 3.
29 Ibid.
24 Estimate by Dr. George H. Brown, director, Bureau of the Census, in a speech
at Downtown Economics Club, New York, October 7, 1970.
Now let’s take up some questions about advertising that are asked by
economists, sociologists, and consumers. And you yourself may have won¬
dered about many of these questions.
In the United States, we operate basically within the system of private com¬
petitive enterprise. Advertising is a part of that system.
This system gives a man a wide opportunity to make products that he
thinks others will buy, and provides the consumer a wide choice of products
from which to choose. If a man undertakes the risk of creating and launching
a new product, he will, if he is prudent, make sure the article works, will
gauge the need for it, and will only then launch it on the market. Such men
are the product leaders, who start things with their inventiveness and resource¬
fulness. Others will be watching the sales of his product, and if it seems to be
"taking,” the following may be expected to happen: (1) Followers will come
out with an imitation of the product cheaper in price and probably lower in
quality, for quick sale through mass merchandisers. (2) As the sales of the
product continue to rise, he may expect competition from substantial manu¬
facturers who will seek to improve on his product, and who have the resources
to do so. (3) He will continue his own development work to better his own
product, and to overtake the improvements offered by others. The battle of
improvements, or differentials, is on.
The question now arises: At which point, if at all, should the origina¬
tor stop trying to improve his product? Would you also try to stop competition
from doing so, provided patents do not already stop them? If for some reason
the leader in the field fails to keep up with competitive improvements, he is
24
headed for trouble. In the drug trade, for example, McKie points out that 25
Economic
"the period of dominance of one product is short—four or five years at most— and Social
and a firm which fails to bring out improvements or new substitutes will find Aspects of
Advertising
its share of the market rapidly passing to others." 1
However, among the many questions and views about advertising that
this process generates are those we consider here.
The constant effort to make a product more desirable than its competitor’s by
offering some product improvement is often criticized as wasting money in
advertising "trivial differentials.’’
Those who evaluate the worth of advertising competitive products by
the measure of differences between them are looking at a still photograph of a
living process; they compare the size of plants standing in a row of flowerpots
and say they are all about the same size. They fail to compare the growth in
value of all products in a field today with the values of the same products
some years ago. The continuous succession of improvements that may have
appeared trivial when they came out may have led to the big improvements in
the whole class of products that the buyer takes for granted today.
The General Foods coffee story provides an interesting study in this
connection. Many years ago, ground roast coffee was sold to consumers in
paper sacks, then cardboard boxes, then cylindrical fiber cans, then unbreakable
metal cans with screw lids. Finally came the vacuum can, which provided real
protection and indefinite shelf life. In recent years, General Foods developed
a special blend and roast of coffee for brewing in electric percolators, in re¬
sponse to the growing number of homemakers who "live electrically.”
From this kind of effort to make even minor improvements, new
*
Manufacturer’s Suggested Retail Price
products may also emerge. General Foods now offers the Max-Pax, pre¬
measured coffee packed in disposable filter rings. The company also reported
that 20 percent of the total net sales for 1971 were for products that had been
developed in the past ten years, all because of the search for improvements.7
Procter & Gamble told of its continuing program of product improve¬
ments in this advertisement addressed to the grocery trade:
27
Air Conditioner 1952
Downy, for instance, has been improved six times in ten years . . .
to add brightening and freshening, among other things. (And you
know what this did to your fabric softener business.)
We constantly look for ways to improve packaging. Like the moisture-
preventive wrapping and easy-pull tape we pioneered with Cascade.
Or we’ll incorporate other new wrinkles your customers tell us they
want. Like offering a choice of flavors with Crest.8
Dan Gerber came from a family that for three generations had been
in the canning business in Fremont, Michigan. His first formula for baby
food was a porridge prescribed by the doctor for his new baby, while his wife
was in the hospital. When he had mastered making the baby food in quantity
to sell to other parents, the chief question raised by the family was "whether
there were enough babies in the world to consume enough baby food to pay a
canning company to go into baby foods commercially?" . . . The rise of the
baby-food industry, with many firms in it, is now history.
Today, Gerber Products Company offers over 160 varieties of strained
and junior foods, meats, cereals, juices, and related items. "An unseen, but no
less important value," they report, "is the incorporation by Gerber of all the
latest findings in infant health and nutrition and latest food processing
methods." Approximately 25 percent of their sales for 1972 came from
products introduced in the last ten years.9
The Goodyear Tire & Rubber Company offers this report:
28
Air Conditioner 15 Years Later
29
30 that are. tangible and utilitarian, and provide a rational basis for judgment;
The Place afe proc[UC|-s 0f ''good utility.” All others enter the "bad utility" realm
Advertising of .fanciful and imaginary claims, by their standards, and do not provide the
basis for making rational comparisons and decisions.
A product is a want-satisfying device. Consumers buy products for
many reasons, including whatever emotional satisfaction they may offer.
Such reasons can be more important to a person than the composition or con¬
struction of the product. A woman will buy a particular foundation cream,
not because of its chemical formula or price, but because the last time she used
it she got many compliments. A man may buy a car without looking under
the hood, and if he does look, he may not even know what he is looking at;
but he does know that this is the year’s "hot" car, and he buys it to enhance
his own prestige and life-style.
"Vanity of vanities, all is vanity,” said the preacher in Ecclesiastes;
there are those who might regard all differences in products other than func¬
tional and utilitarian as vanity and fictitious, but that is a value judgment of
an individual, not an objective standard of judgment. As Moran said, "A
Drug advertising has always been a special problem. The Food and
Drug Administration is alert to drugs that are unsafe for general use, and can
stop their sale without prescription. It can publish its report of the effective¬
ness of other drug products, and can curb the advertising that makes claims
that are not consistent with these findings or cannot otherwise be substanti¬
ated. There is much activity on drug advertising.
In the fiscal year 1970, the Federal Trade Commission examined for
misrepresentation approximately 238,000 pages of newspaper and magazine
advertisements and television scripts—the most extensive examination of ad¬
vertising yet made. Of these, 13,500 were referred for legal review.13 Thus,
only about 6 percent of all advertising had even some doubt about it. Even
that number is far too many, but it is far less than is the impression some may
have about the prevalence of misleading advertising.
It has been held that "as in an armament race, the more one company
spends [in advertising], the more others feel impelled to spend.” As in an
armament race, such expenditures are said to neutralize each other, all at a
cost that "society has to bear.”
Whenever one speaks of the "neutralizing” effect of matching adver¬
tising dollars by competing members of an industry, one must also keep in
mind that the competition among producers is being carried right into all
aspects of the business, including research and development efforts, which
may lead to new and better products. Seldom is a voice raised against the
neutralizing” effect of such research expenditures. Then would it not ap¬
pear reasonable that telling people about the fruits of the research is an
equally useful economic function? That is the role of advertising.
Yes, because whoever buys a product pays for all the costs inherent
in its making, selling, financing, and delivery; he pays for the raw materials,
No. A point may be reached in mass production at which the unit costs
remain constant. In fact, costs may even go up as an operation becomes bigger,
because of less-efficient workmen or looser management control. The job of
advertising, however, is to help create the volume of orders needed to pro¬
duce the optimum level of production for a given capacity, serving to reduce
the unit cost of each product. Whether that reduction in cost is passed on to
the buyer, and in what form, depends upon the value goals of management,
which we will come to shortly.
Here again, the answer is no. The price at which a product is sold is a
decision of management, which depends on its value goals.
The effect of the value goals of the business. The value goal of a
business represents the value it plans to offer in the product and the form that
value is to take. It is the reason for the product’s existence. The value goal
may be to produce a dependable product at the lowest possible price, as in the
case of Timex watches, which begin at $7.95. Here the whole business was
dedicated to that low-price goal—the mechanism of the works, its design, the
choice of materials, the planning of production without changes in fashions
to assure the best production-line economy—all with the one goal in mind of
producing the lowest-cost dependable watch. But it took advertising to create
the sales to amortize the cost of the special machinery needed, and to get the
volume of business necessary to keep that production line busy at its cost-saving
level. In this event it is legitimate to say that advertising helped reduce the cost
of the product to the consumer.
Or the value goal of the business may be to offer the most luxurious
product in its field regardless of cost, like the Piaget watch, which at $1,690
is advertised as the most expensive watch in the world.’’ Here everything will
be planned with one goal in mind—to make it the finest watch possible, re¬
gardless of cost. The purpose of the advertising is to make people appreciate
why the watch is worth the money. Certainly, in such a case, advertising is not
an instrument for reducing cost. The same applies to the luxury or premium
end of most product lines—for example, Chivas Regal Scotch Whisky, a most
expensive brand.
Because of the differences in the value goals of different enterprises,
it is not possible to make a single sweeping statement about the effect of ad¬
vertising on the cost of a product to the consumer. The fact does remain that
for most products designed for widespread consumer use, the value goal of
management is to produce a better product at a lower cost to the consumer.
For example, in 1924 the first box of Kleenex tissues, of approximately 200
9-by-10-inch sheets, cost 63ft. In 1972, a box of 200 tissues, 8.5 by 9.33 inches,
greatly improved in texture and strength, and with distinctive packaging and
decorator colors and prints, cost about 32p (in 1972 dollars).14
In 1954, Proctor-Silex steam iron with a cumbersome detachable
reservoir retailed for around $18.95. In 1972, their steam-and-dry iron, more
compact, with an internal tank, was generally available at $7.99. In 1954, the
lowest-price Proctor-Silex two-slice toaster carried a regular retail price of
Isn’t the fact that the manufacturers’ nationally advertised brands cost
more than the distributors’ brands good evidence of how much advertising
costs the consumer?
Ease of entry into a market long has been regarded as one of the key
indicia of a competitive market structure. The courts have given this
factor considerable emphasis in judging the legality of mergers.
Heavy advertising expenditures have been viewed by some critics as
creating barriers to entry because present producers develop such
goodwill for their products that newcomers must spend large sums
on advertising to compete effectively. Thus, it allegedly limits entry
in two ways! (1) The volume of resources required to compete is
very great; this limits the entry of small firms into the market; and
(2) it is difficult to overcome existing brand loyalties; this acts as a
deterrent to larger firms.17
The large national advertiser has many things going for him besides
his volume of advertising. He has had ample opportunity to perfect his
product; he has established dependable resources for buying his raw materials;
he has an experienced organization, used to working together; he has the
benefit of years of effort in getting distribution, and probably enjoys excellent
shelf position in many stores; he has the finances to make needed capital ex¬
pansion. His products are already widely known and used by many. All these
assets he has earned over the years. However, he also gets better advertising
rates than does the smaller advertiser, because of his quantity discounts. (This
has been a sore point with the Federal Trade Commission.)
None of the foregoing advantages would keep out of the field another
experienced competitor if he had a superior product that he thought could
overcome the other’s head start. Example: For generations, Colgate s was the
leading toothpaste. Procter & Gamble came along with Crest, with stannous
fluoride (Fluoristan), were the first to get the approval of the Council on
Dental Therapeutics, American Dental Association, and are now the leaders
in the field.
Within one year, Detroit car makers offered 323 different models.
With the possible variations of trim, color, and options, the industry is re¬
portedly able to run its assembly line for a year without producing two identi¬
cal cars.
This variety within a product does not take into consideration the
great variety among the products advertised, serving to encourage people to
express their own individuality.
Many of the same attitude questions were also asked of over 2,500 executives
from all types and sizes of business in separate studies conducted by the
Harvard Business Revietv.20 Thus we can examine the views of both the
public and the business community on the same issues.
These studies of public and business opinion reveal an interesting
combination of attitudes—on the whole, very favorable to advertising in terms
of its economic functions, but critical of its social impacts and questioning
with regard to aspects of its content. What the public seems to be saying is
that they like what advertising does for them, but dislike what advertisements
do to them.
20 The basic study of public attitudes is Raymond A. Bauer and Stephen A. Greyser,
Advertising in America: The Consumer View (Cambridge, Mass.: Harvard Business School
Division of Research, 1968) ; also see the Gallup Organization study of attitudes toward ad¬
vertising conducted for Reader’s Digest (1970). The basic studies of executives’ attitudes are
Stephen A. Greyser, "Businessmen Are Advertising: Yes, But . . . Harvard Business Re¬
view, May—June 1962; and Stephen A. Greyser and Bonnie B. Reece, "Businessmen Look
Hard at Advertising,’’ Harvard Business Review, May—June 1971.
Let us first look in detail at the attitudes and reactions of the Ameri¬ 43
Economic
can public to ads and advertising. and Social
Aspects of
Advertising
Overall attitudes. Americans’ basic attitudes toward advertising are
generally favorable. Those classified as favorable (41 percent) far outnumber
those whose attitudes are classified as unfavorable (14 percent). A consider¬
able proportion of Americans take a mixed position (34 percent) or are in¬
different (8 percent) toward advertising overall. Surprisingly, this picture
holds relatively constant across the usual demographic groupings: Support
or criticism of advertising on the whole is little related to classifications of
age, sex, income, and education. Strong general support for advertising is also
shown by the 78 percent who agree that advertising is essential; only 18 per¬
cent disagree.
Product Line
Kleenex’ product line innovations have segmented the facial tissue market.
Basically, Kleenex products are divided into three groups. These groups are
specialty products which include Little Travelers, Man Size, and Pocket Pack.
The second group can be classified as commodity or high volume put-ups. This
group includes the 125’s, 200’s and 280’s. The third group is classified as the
decorative segment. This group includes the Boutique deep color and printed
facial tissue.
Review Questions
Reading Suggestions
Backman, Jules, Advertising and Com¬ Greyser, Stephen A., "Advertising: At¬
petition. New York: New York Uni¬ tacks and Counters," Harvard Busi¬
versity Press, 1967. Excerpted in ness Review, March-April, 1972, pp.
Kleppner and Settel, Exploring Ad¬ 22—28ff.
vertising, p. 33. Greyser, Stephen, and Bonnie B. Reece,
Bauer, Raymond A., and Stephen A. "Businessmen Look Hard at Adver¬
Greyser, Advertising in America: The tising," Harvard Business Review,
Consumer View. Boston: Harvard May-June 1971, pp. 18-26.
University, 1968. Howard, John A., and Spencer F. Tink-
Becker, Boris W., "The Image of Ad¬ ham, "A Framework for Understand¬
vertising Truth: Is Being Truthful ing Social Criticism of Advertising,"
Enough?" journal of Marketing, July journal of Marketing, October 1971,
1970, pp. 67-68. pp. 2-7.
Borden, Neil H., The Economic Effects Levitt, Theodore, "The Morality (?) of
of Advertising. Chicago: Richard D. Advertising," Harvard Business Re-
Irwin, Inc., 1942. vieiv, July-August 1970, pp. 84-92.
Chase, Stuart, The Tragedy of Waste. Marketing Science Institute, Appraising
New York: The MacMillan Company, the Economic and Social Effects of Ad¬
1927. vertising. Cambridge, Mass., 1971.
Doyle, P., "Economic Aspects of Adver¬ Petit, Thomas A., and Alan Zakon, "Ad¬
tising," The Economic journal, Sep¬ vertising and Social Values," journal
tember 1968, pp. 570-602. of Marketing, October, 1962, pp. 15-
Edwards, Corwin D., "Advertising and 17. Also in Kleppner and Settel, Ex¬
Competition," Business Horizons, ploring Advertising, p, 100.
February 1968, pp. 59-76. Simon, Julian L., Issues in the Economics
Galbraith, John K., "The Economic of Advertising. University of Illinois
Theory of Advertising," in Exploring Press, Urbana, Ill., 1970.
Advertising, ed. by Kleppner and Set¬ Trowbridge, Alexander, "Challenges of
tel. Englewood Cliffs, N.J.: Prentice- Advertising," in Exploring Adver¬
Hall, Inc., 1970. tising, ed. by Kleppner and Settel.
Goldman, Marshal L., "Product Differ¬ Englewood Cliffs, N.J.: Prentice-Hall,
entiation and Advertising: Some Les¬ Inc., 1970.
sons from the Soviet Economy,” The
journal of Political Economy, Vol. 68,
No. 4 (August i960).
3
The Roles
of Advertising
The chief role of advertising is that of selling goods and services. Ad¬
vertising is only one part of a marketing program, which begins at the incep¬
tion of the product. This is the time when the makers decide upon the goal
of values the product will offer.
The value goal may be to produce the lowest-priced product in its
class—as the Pinto car. Or the value goal may be to produce the finest
product in its class, such as the Lincoln Continental car. It may be to come
out with an altogether new product, like the original Polaroid camera, to
produce an improvement in an existing product, such as the Instamatic
camera by Kodak; to make a new type of biodegradable package; or to pro¬
vide a new style of the product. The goal may be to make a new product
formulation, as with instant iced tea that is presweetened and preflavored
with lemon. In brief, what is the value goal of the makers for the product
they plan to offer, to give their product a place in the sun?
As time goes on, the management may change its set of value goals
to meet changing conditions. The company may offer a special guarantee,
such as American Motors’ offer of the free use of a car while overnight re¬
pairs are being made. Volkswagen first featured its small-size, single Beetle
model and lowest price; it has since come out with more models, larger in size.
With the decision as to what the value goal is to be, all efforts for
production and for marketing the product begin.
In making plans for marketing a product, many elements are involved, in¬
cluding brand policy, pricing, distribution, sales representatives, and adver¬
tising—referred to collectively as the marketing mix} A number of these
elements go into every marketing plan, each affecting the others.
1 A term coined in the 1930’s by Professor Neil H. Borden of the Harvard Busi¬
ness School.
49
50 An understanding of key factors in the marketing mix may help ex¬
The Place plain why advertising is more important in some industries than in others,
°f
Advertising why it varies in use between members of the same industry, and how the
total marketing mix affects the role of advertising.
5. The price should fit into a market price bracket. Often, trade prac¬
tice in an industry establishes different price categories for products of similar
quality. Scotch whisky that is bottled in Scotland generally sells at a higher
price than does Scotch whisky that is shipped in in barrels and bottled in the
United States. If a firm planned to come out with a domestically bottled
Scotch whisky at a price between the two levels, it would be in trouble.
Average
Advertising Expenditure
Industry in Relation to Sales *
* Ibid.
Is there, then, any single characteristic that all of the Top Ten share?
Only one, but it is highly important: Each of these companies sells
clearly identifiable, branded products with high reputations in their
Md— . . . The products are backed in every single case, by an image
of quality, the kind of image that can be created only by superior
products backed by superior advertising and promotion.4
Cars:
4 General Motors Corp. $129,764,000 $18,752,354,000 0.7
9 Ford Motor Co. . 90,250,000 14,979,900,000 0.6
24 Chrysler Corp. 57,764,100 6,999,675,655 0.8
70 Volkswagen of America . 25,500,000 1,100,000,000 2.2
92 American Motors Corp. . 18,460,000 1,089,787,000 1.7
Food ••
2 General Foods Corp. 170,000,000 1,975,583,000 8.6
19 Kraftco . 65,000,000 2,751,129,000 2.4
25 Standard Brands Inc. 57,500,000 1,119,762,299 5.1
29 General Mills . 54,000,000 1,120,000,000 4.8
34 Campbell Soup Co. . 49,000,000 964,754,000 5.1
35 Kellogg Co. 48,000,000 614,411,901 7.8
41 Norton Simon Inc. 45,000,000 1,099,459,000 4.1
45 Pillsbury Co. 40,000,000 696,675,000 5.7
48 Nabisco . 38,000,000 868,900,000 14.1
53 CPC International . 33,500,000 684,400,000 4.9
54 Ralston Purina Co. 32,000,000 1,567,009,384 2.0
61 Carnation Co. . 28,130,000 1,053,358,436 2.7
65 Borden Inc. 27,000,000 1,827,341,000 1.5
70 Quaker Oats Co. . 25,500,000 597,652,000 4.3
73 McDonald’s Corp. 25,000,000 587,041,000 4.3
75 Nestle Co. 24,500,000 391,500,000* 6.3
Note: All ad totals are domestic. Wherever possible, AA has reported the company s “100 Leader’s Ad¬
domestic sales figure in this table, although for some companies only a worldwide sales total vertising as Percent
was available. of Sales.”
* Domestic sales estimated by AA.
56 centage of sales different companies spend on their advertising. For example,
The Place
in 1970, in the food field, Nabisco spent 14.1 percent of its sales on advertis¬
of
Advertising ing, General Foods 8.6 percent, Campbell’s Soup 5.1 percent, Borden Com¬
pany 1.5 percent. We do not have the figures available regarding how much
these companies spent on other sales expenses, or how much they invested in
product research or in other company expansion programs. All we can say is
that each company sets its own goals for the way it wishes to invest its in¬
come in advertising. In the drug field, there are similar big differences: J. B.
Williams spent 36 percent, American Home Products 9.5 percent, Revlon 7
percent.5 On the other hand, Avon Products, whose sales are twice those of
Revlon, spent so little on advertising that it is not listed among the 100 largest
advertisers; the key to their marketing mix is the in-home women representa¬
tives. They invested their sales expenditure chiefly in their field-force operation.
In the home vacuum-cleaner industry, Electrolux has for years made
door-to-door selling (direct distribution) the major part of its marketing
program. Its advertising expenditures have been virtually nonexistent. In
marked contrast, General Electric and Hoover spend much more on advertising
their vacuum cleaners, which are sold through retail outlets.
Basic trends in consumer living styles and habits can affect the im¬
portance of advertising for an entire product category. Convenience food
products became popular during the 1950’s and 1960’s; their advertising
budgets grew also. In contrast, advertising became less effective for calorie¬
laden foods in that time. The "no deposit, no return” glass bottle, a heavily
advertised feature in the 1950’s and 1960’s became far less "advertisable” in
the ecology-oriented 1970’s.
The current concern for ecology has had a direct impact on the ad-
vertisability of nonreturnable bottles. Nonphosphate detergents have emerged
as a meaningful product category. By late 1971 a national survey showed that
34 percent of women reported use of a nonphosphate household cleaner, and
8 percent a nonphosphate detergent for dishes.6
65 years ago, three million dozen felt hats were manufactured; the
figure for 1970 was only about 20,000 dozen.7 Chief among the reasons, ac¬
cording to hat men, are automobiles and the growth of the suburbs. More
men were driving regularly, with their cars providing a substitute head cover¬
ing. Longer hair styles were also a factor. (College men were the originators
of the hatless movement, decades ago.) And more informal living also hurts
has caused a growth in the industries supplying fashion and sewing materials
from three billion dollars in I960 to ten billion dollars in 1970. (Another
sign of the boom: the number of books published on home sewing.)
Technical changes may also affect the desirability of a product and
the potency of its advertising. Until about 1967 aerosol starch was one of the
fastest-growing products on the shelves of supermarkets. But then along
came wash-and-wear clothes and permanent press and double knit garments,
and the business has been sliding ever since. No amount of advertising can
reverse such trends.
Advertising in the United States is used for many purposes other than to sell
goods and services. It is used to fight drug addiction and to battle pollution.
It is used to raise funds for research against diseases. It is used to elect men
to office, and then to oppose the laws they are proposing. It is used by
groups to oppose the way things are being run. It is used by unions to tell
why they are striking, and by employers to tell how unreasonable the unions
are. It is used to raise funds for community chests and to help the afflicted in
far-off countries and for other public service causes. Most of such advertising
is done by nonprofit groups dedicated to a cause. Often, public-service adver¬
tising is sponsored by a corporation that is public-spirited and sees a con¬
sistency with their own long-range goals in supporting the cause sponsored.
In brief, advertising represents a technique and a facility open in the United
States to all who have a message to spread before the public.
Although this book speaks of the advertising of products and services,
we are really discussing a technique for delivering a message, at low cost per
message, to a lot of people—whatever the message may be.
National Advertising
• FAMILY CIRCLE
• LADIES' HOME
JOURNAL
• NATIONAL
GEOGRAPHIC • BETTER HOMES
& GARDENS
• READER'S DIGEST
• EBONY
• McCALL'S
• AMERICAN HOME
• PARENTS
• REDBOOK
• GOOD
HOUSEKEEPING • SUNSET
Trade Advertisement
Ladies 2 diamond
Ladies 2 diamond
Mens shock &
Ladies calendar sport water resistant
Ladies sport
Famous Brand, 17 & 21 Jewel
WATCHES
$'|Q66 Hurry! Many one
and two of a kind
WIND IT ONCE
A YEAR
Retail Advertisement
The purpose of this discount store advertisement is to get readers to come to the
store for these nationally advertised watches, and for other items advertised; also
to establish the store as a low-price place to buy.
64
ip
A happy ending ^«C
starts with
7658. DECORATING CAKES AND
PARTY FOODS - BAKINS TOO!
3O04.THE GOOD HOUSEKEEPIHG
COOKBOOK. Ed, Oorothy 8.
■■■
Louise Spencer. Cakes, buffet Marsh. 3,500 creative recipes,
spreads with “catered took.’' illustrated. Pub. edition $8.60
Photos, Put), edition $8.95
7120. ft WORLD OF 88EA0S.
1941.THE NEW YORK TIMES Dolores Caseiia. 600 recipes
URGE TYPE COOKBOOK. Jean for the specialties of many
Hewitt No more losing your lands. Pub. edition $7.95
place. 300 jumtjo-size recipes. Gail Hoiis«8F® f
Pub. edition $9.“' 7427. CASSEROLE TREASURY.
we come in. Cook Book Guild. We’ve built our Cook Book Guild, Dept. BM-080, Garden City, N. Y. 11530
reputation by offering our members the world’s Please accept my application for membership in the Cook Book Guild and send me the 3
valuable cook books whose numbers I have printed in the boxes below. Bill me only $1.00,
outstanding cook books—at savings that aver¬ plus shipping and handling, for all 3. My handy Recipe Finder and 2-way Cook Book Shelf
age 30% or higher, plus shipping and handling. will be included FREE with trial membership.
Our members rely on Cook Book Guild books. About every 4 weeks, send me the Guild’s bulletin, Cook Book News, describing the next
Featured Selection and a variety of Alternate choices. If I wish to receive the Featured Selec¬
They know from experience that the Guild has tion, I need do nothing; it will be shipped to me automatically. Whenever I prefer an Alternate,
the best cook books, full of imaginative dishes or no book at all, I will notify you by the date specified by returning the convenient form
. . . the best recipes, with the easiest directions always provided.
I need take only 4 Selections or Alternates during the next 2 years, and may resign any time
for preparing them...and the best menu ideas, thereafter. The prices of books offered will average 30% below the prices of publishers’ edi¬
that simply cannot be found anywhere else. tions, plus a modest charge for shipping and handling.
If you’ve always wanted your own library of NO-RISK GUARANTEE: If not delighted, I may return the entire introductory package
cook books, here’s the best chance you’ll ever within 10 days. Membership will be canceled and I will owe nothing.
BOOK NUMBERS
have. Begin a trial membership Mr.
Mrs. __
by picking any 3 cook books on Extra FREE GIFTS Miss U-Ies Print}
this page for only SI, plus ship¬ with trial membership Address_
ping and handling. You agree to
2-Way Cook Book Shelf. City.
purchase only 4 books within the
Stands on counter or
next 2 years. hangs on wall. State- Zip
The coupon will get you off to Q Check here if you have previously been a member of Cook Book Guild.
Recipe Finder. Thumb-
a good start. Use it. Cook Book indexed cross reference Members accepted in U-S. A. and Canada only. Canadian members will be _ .
Guild, Garden City, N.Y. 11530 locates favorite recipes. serviced from Toronto. Offer slightly different in Canada. 4*:*C7bC
me Cook Book Guild offers Its own complete, hardbound editions, sometimes altered slightly in size to fit special presses and save members even more.
Direct-Response Advertising
Within the space of this one advertisement, the advertiser hopes to induce the reader to
order the books by sending in the coupon—characteristic of all direct-response advertise¬
ments.
How you can tell that
the cookware you’re giving
a aiftfeltaii
♦TEFLON is Du Pont_s registered trademark for its non-stick finishes TEFLON H ts Du Fonts certification mark
for sera ten-resist ant I ErLON-coated cookware which meets Du Pont Standards.
End-Product Advertisement
66
See it at the Machine Tool Show
Moore Model G-48
MOORE
Jig Grinder
ever built
Introducers of jig grinding to industry 30 years ago and millionths inch (0,8 ftm). Total accumulative error in
pioneers of every major improvement in jig grinding the longitudinal travel is 150 millionths inch (3,8 /xm),
since then, Moore Special Tool Company will exhibit and in the cross travel, 90 millionths inch (2,3 /xm).
at the International Machine Tool Show — and for the Like the Moore No. 3 jig grinders, jig borers and meas¬
first time anywhere — its new Model G-48 Jig Grinder uring machines, the G-48 carries a 10-year guarantee
(No. 5). of accuracy.
The machine — with a travel of 24 inches x 48 inches Don’t miss the inaugural performance of this machine
(600 mm x 1200 mm) — will be demonstrated under at McCormick Place—Moore Booth No. 2412. It prom¬
power, jig-grinding a jumbo-size workpiece. ises to be among the most talked-about new develop¬
ments there.
Built into the G-48’s large capacity and its capability
of jig grinding in the largest size range is the Moore If you’d like advance information and literature on the
tradition of extremely close precision. Repeatability of G-48 Jig Grinder, write R. W. Kuba, World Sales Man¬
settings is 5 millionths inch (0,15 /xm). In longitudinal ager, Moore Special Tool Co., Inc., 800 Union Avenue,
and cross travel the greatest error in any inch is 30 Bridgeport, Conn. 06607.
Industrial Advertising
67
Now Avis has an easy new way to rent a car. The Wizard1* Golden FilefM
With it, you call for a reservation, give us your Golden File number, and
your rental form will be waiting for you by the time you get to the counter.
Then simply show your drivers license and charge card, sign your name,
and you’re away in your sparkling new Plymouth or other fine car.
Nothing could be faster.
We recently introduced The Wizard of Avis, the most advanced
computer system in the travel business, to make it easier to rent a car. And now
The Golden File makes things even easier.
r 1
An Advertisement by a Service
68
How to get
more house out of your next house.
Your next house may great weathering qualities. are built with wood.
well be the biggest and the Which means they’ll last By now we hope we’ve
best investment you’ll the lifetime of your house. whetted your appetite for
ever make. Inside, wood adds still more facts.
So, naturally, you’ll more value. Just send for our
want to get the most for Prefinished or tex¬ House-Hunter’s Guide
your money tured wood paneling not (with free mortgage cal¬
Which means you’ll only looks warm and culator). Or our Home
want to think about where beautiful. It also never Improvement Guide.
it’s built. How it’s built. needs painting. And is Both are crammed full of
And what it’s built out of. easy to clean. facts and come with a free
We think one of the New wood floor sys¬ guide to wood products.
best things to build with tems of finished hardwood When you’re making
is wood. on plywood glued to sup¬ the biggest investment of
Because wood gives porting beams are quiet your life, you need all the
lasting value. and comfortable to walk facts you can get.
Take a house with a on. And unlike carpeting,
American
roof of wood shingles or a hardwood floor is I Wood Council
shakes. permanent. Box 4156T, Chevy Chase, Md. 20015
Please send
Sure they’re beautiful. What makes wood _House Hunter's Guide 50c each
But they’re also wind even more valuable is the I _Home Improvement Guide 50c each
I _Send both Guides $1.00
resistant. Durable. And strength it adds to your
insulate against cold and house. Name
Association Advertising
69
Last year, Nicky K.,age three, drank a bottle of furniture polish.
A telephone number saved his life.
Wmm
The poisoning took place something more than advice effort on our part to show
in Tyringham, Mass. over the telephone—like a doc¬ people how to avoid emergen¬
The number belonged to tor or ambulance? cies, and how to handle those
a poison control center 135 At Metropolitan Life, we that are unavoidable.
miles away. are working to keep all those Because accidents will
But what if Nicky's par¬ what if’s” from becoming happen.
ents didn’t know it existed? “if only’s!’ And when they do, what
What if they had to waste In many communities, people don’t know can hurt
precious minutes frantically we’re distributing emergency them.
searching through phone kits with lists of numbers that
books before they could even can make the difference be¬ Metropolitan Life
attempt to reach it? tween life and death.
We sell life insurance.
And what if they needed Ifs part of a 44-year-long But our business is life.
70
Institutional Ads (its wise to conserve energy)
for a Public Service
8. Turn off television and radio sets when you are not
looking or listening.
conserve
energy
71
The
Advertising Council
shakes up
a let of people.
Thank God!
We shake 'em up with tough, able to cope with the problems interest, conducted by The Advertising
factual, thought-provoking advertising around them. Council for over twenty-nine years.
on drug abuse. We jar ’em with Our product is action-oriented We get a lot of help in our job.
picture-stories of drunks on the advertising campaigns in the public Business people, advertising agencies
highways and what happens to some and advertising media. People and
people who forget safety belts. We’re companies who volunteer their space,
tough where we have to be.
Reassuring and gentle where we can
Try this on. time, talent and facilities, free! Last
year, the value of their services totaled
be. We try desperately to make people over $450 million for campaigns
alert and aware. Because we believe created and donated in the public
that people who are aware are better
interest. Campaign subjects range
from Drug Abuse
Highway Safety
Pollution
Crime
Education
Minority Business Enterprise
The Handicapped
United Funds
Jobs For Veterans
to Smokey Bear.
(JN devJsiaiihggrjf ifc, t-.is award w.nnmg pos..'r was created to-
Drug Abuse Information campaign. Its message is clear
Name-,--—-
Add ress____
Public Service Advertising
City_State-Zip-
by a Charitable Organization You can adopt a child trom any of the following countries Bolivia, Chile,
Colombia, Guatemala, Honduras, Hong Koog, India, Iran Japan Korea Lebanon,
Mexico. Nigeno, Paraguay, Peru Syria, Thailand, U S A Appalachian children or
This advertisement appealing for funds American Indians. (Or a child of greatest need.) All gifts are fully tox deductible
73
74 Review Questions
The Place
°f
Advertising 1. What is meant by the "value goal 6. Why may two firms in the same
for a product"? Selecting three prod¬ business, doing the same volume,
ucts with which you are familiar, differ so much in their advertising ex¬
what would you judge the value penditure ?
goals were in producing them?
7. Can you cite some products whose
2. What is the "marketing mix?” What sales have been affected by social
are some of the elements that go into trends? In which respect?
it?
8. What is meant by the "product dif¬
3. Cite the conditions that are conducive ferentials"? What is its role in ad¬
to advertising. vertising?
4. Here are two companies each with 9. Define and give an example of:
the same volume. One sells packaged National advertising
goods to the consumer. Another sells Retail advertising
plastics to industry. What are the End product advertising
reasons the former does so much Trade advertising
more advertising than the latter? Direct response advertising
Industrial advertising
5. What lesson is to be learned from
Advertising of services
the General Mills experience with
Institutional advertising
Clackers ?
Public service advertising
Reading Suggestions
Barton, Roger, The Handbook of Ad¬ New York: McGraw-Hill Book Com¬
vertising Management. New York: pany, 1972.
McGraw-Hill Book Company, 1970. Davis, Kenneth R., Marketing Manage¬
Bogart, Leo, Strategy in Advertising. ment, 3rd edition. New York: The
New York: Harcourt, Brace & World, Ronald Press, 1972.
Inc., 1967. Excerpted in Kleppner Dougherty, Philip H., "Ma Bell a
and Settel, Exploring Advertising, p. Swinger,” The New York Times,
63. April 7, 1968, p. 77. Also in Klepp¬
Borden, Neil H., "The Concept of the ner and Settel, Exploring Advertising,
Marketing Mix," Journal of Adver¬ p. 45.
tising Research, June, 1964. Kotler, Philip, Marketing Management,
Buell, Victor (Editor), Handbook of 2nd edition. Englewood Cliffs, N.J.:
Modern Marketing. New York: Prentice-Hall, Inc., 1972.
McGraw-Hill Book Company, 1970. Kuehn, Alfred A., "How Advertising
Business Week, "How to Get Salesmen Performance Depends on Other Mar¬
Through the Doorway," June 4, 1966, keting Factors," Marketing in Prog¬
pp. 84, 89. Also in Kleppner and Set¬ ress, Hiram C. Barksdale, ed. New
tel, Exploring Advertising, p. 67. York: Holt, Rinehart & Winston,
Buzzell, Robert D., "The Role of Adver¬ Inc., 1964.
tising in the Marketing Mix," Market¬ McCarthy, E. Jerome, Basic Marketing,
ing Science Institute Special Report, 4th edition. Homewood, Ill.: Richard
October 1971. D. Irwin, Inc., 1971.
Buzzell, Robert, Robert Nourse, John McGinniss, Joe, The Selling of the Presi¬
Matthews, and Theodore Levitt, Mar¬ dent: 1968. New York: Trident
keting: A Contemporary Analysis. Press, 1969.
n
PLANNING
THE ADVERTISING
4
The Advertising Spiral
Yet there is an unmistakable similarity between the Regina music box ad and
those used to introduce more recent inventions, because from the time a new
type of product first appears on the market to the time various brands of that
product are household words, the product faces similar advertising stages.
These are:
77
The Advertising Stages
Chart A
An inventor may have been working for many years on a useful new
device. When he finally succeeds, does the public arise in elation and clamor
for it? Not in most cases, because it may never have occurred to consumers
to seek such a device. Until people recognize that this is something they want,
the product is in the first, or pioneering stage.
The advertising of products in the pioneering stage (or pioneering
advertising, as we call it) must show that previous conceptions of that field
are now antiquated. Methods accepted as the only ones possible are now
shown to have been improved; satisfactions never before thought of are now
shown to be attainable; limitations tolerated as "normal” are now demon¬
strated to have been overcome safely. The safety razor supplanted the straight¬
edge razor and the advertising said, "If you are still depending upon the
barber or old-fashioned razor, you are in the same category as a man who
climbs ten flights of stairs when there is an elevator in the building. With the
Gillette Safety Razor the most inexperienced man can remove without cut or
scratch in three to five minutes any beard that ever grew.” And when the
electric shaver came upon the scene, its advertising proclaimed "no bother
or fuss of old-fashioned soap and brush ... no more shaving cuts with the
new electric shaver.” And when Remington introduced the new removable-
blade electric shaver, the advertising said, "With the new Remington you
won’t have to start searching for a repair shop when your blade gets dull.
Instead, you pop in a new set of blades, and start getting the kind of shaves
you got when the shaver was new.”—all pioneering advertising.
Even color television was launched by the pioneering advertising of
RCA Victor in the 1950’s, which said:
M MAZDA
Toyo Kogyo Co., Ltd.
80
It's a revolutionary new means his technique on a U-matic color
of communication. videocassette. Thousands of
And if you wonder whether copies are made and mailed out.
that's enough to change the world Within days, thousands of
—remember the invention of the doctors in hospitals and private
printing press. offices have seen the technique on
Instead of printed words, the their U-matic, and can put it to use.
Sony U-matic Videocassette Knowledge snowballs.
Player-Recorder uses television You can see the possibilities:
pictures and sound. Long-distance teamwork among
It's television you program police in different cities. Among
yourself. Television you play back ecologists all over the world.
at will. A communications explosion in
If you have something to say or education, business, industry.
demonstrate, it records your What makes the U-matic so
''program" on a color videocas¬ especially useful is that a program
sette the size of a book. can come from many sources.
To receive a program, you just It could be something shot "live"
insert the programmed cassette, right on the spot.
and plug the U-matic into any Existing tape. Film. Anything
TV set. At once, your program you can see or hear.
appears on the screen. You can also buy or rent pre¬
The uses of this little machine programmed cassettes.
boggle the mind. It could, for On hundreds of subjects, from
instance, solve one of the biggest riot control to golf technique.
problems in the conquest of Perhaps, some day, there'll be a
cancer. U-matic in every living room.
Getting new developments out But right now, as fast as Sony
to doctors—fast. can turn them out, these little
Today, 1 out of 3 cancer patients machines head for laboratories,
is saved. It could be 1 out of 2, schoolrooms, conference rooms,
if doctors just had access to all showrooms and factories.
the present knowledge. Already, by the thousands, they
With this little machine, they can. are changing our world.
Suppose a cancer specialist has
some valid success with a new
form of treatment.
THE SONY
He doesn't wait to present a
paper at some future medical
U-MATIC
color videocassette system
convention.
Right then and there, he records
For more information, write Sony Corporation of America,Video Products Dept., 47-47 Van Dam St., Long Island City, N Y. 11101
Before you buy theirs, drive ours. Saab 99E. All information compiled from manufacturers own printed material w herein it states, all specifications subject to change without notice.
Prices listed exclude dealer preparation, transportation, state and local taxes if anv. For the name and address of the dealer nearest you. call 800-243-6000 toll free. In Connecticut, call 1-800-882-6500.
Here the specifications of the Saab and the Audi are directly compared
by the makers of the Saab, to show its advantages over the competitive
car.
82
Although the music box and color television were over half a century 83
The
apart, and although the advertising techniques of their day were worlds apart, Advertising
yet both products attacked their common problem the same way: "Add one S piral
By the time the public accepts the idea of using the new category of
product, competitors undoubtedly will have sprung up. When the public no
longer asks, "What’s that product for?" but rather, "Which make shall I
buy?" the product enters the competitive stage. We speak of the advertising
for a product in the competitive stage as competitive advertising. (This is a
restrictive meaning of that term, not to be confused with the looser usage that
holds that all advertisements are competitive with each other.)
Most products in everyday use are in the competitive stage: cars, tires,
detergents, toothpaste, cereals, razor blades, soft drinks, shampoos. The pur¬
pose of advertising in the competitive stage is to show how the brand being
advertised will satisfy the buyer better than will other brands, usually because
of its unique features or differentials.
The $3,900 Audi has the same steering system as the $38,400 Ferrari
-Audi Car
The advertising may stress its special advantages, as reported in these head¬
lines:
GENERAL ELECTRIC
■j Front trigger gives more control on tricky angles. Rear trigger makes faster work of cutting firewood
>WffUll/flHtfim
Here's the first chain saw designed from tip to grip just
for the do-it-yourseifer—the Homelite XL-2.
Homelite’s exclusive Twin Trigger™ Dual Control System gives
you a choice of grips for safer, faster cutting.
And nobody but Homelite could pack so much performance into
barely seven pounds. There’s fingertip starting.
Rugged two-cycle engine. And, automatic chain oiling is standard—
not an expensive option.
Use the XL-2 to cut firewood trim, prune, or for almost
any outdoor construction. In just a few weekends you’li probably have
saved yourself the price.
This advertisement does not tell you why you should use a chain
saw; it focuses on the competitive advantage of its differential—
the Twin Trigger—as the reason you should get this particular
one.
83
86 The Retentive Stage
Planning
the
Advertising There is a third stage through which a product might pass—the re¬
tentive stage. When a brand of product is used by a large share of the market,
the chief goal of the advertising may be to hold on to those customers. All
over the world, for example, there are signs saying Drink Coca-Cola. They
do not say what Coca-Cola is; they give no reason why you should drink it or
why Coca-Cola is better than any other drink. That advertising is addressed
to people who know Coca-Cola; the company just wants to retain its patronage
at the minimal cost per customer.
Coca-Cola in the
Retentive Stage
Since people may change their attitudes toward a product gradually, the shift
of a product from pioneering stage to competitive stage may also be gradual.
Half the space of a movie-camera ad may be pioneering, telling of the joy of
having moving pictures of children as they grow up; the other half may be
competitive, explaining the special features of this particular camera.
Not all products presented as "new” are new types of products. Many are
familiar products in the competitive stage, with a feature representing a new
principle that requires pioneering advertising to get acceptance. Change is a
continuum.
The new Remington.
It’s designed for changing blades so you
don’t have to keep changing shavers.
Often a competitive product will come out with a feature so new that it re¬
quires pioneering advertising to get acceptance, as in the case of the Reming¬
ton replaceable blades.
When Ford came out with a new station wagon tailgate, it used 89
The
pioneering advertising to introduce "something new from the Ford Motor Advertising
Company. ... A station wagon tailgate that’s a door that’s a tailgate,’’ with 5 piral
its secret of the unique feature—the Ford-developed patented hinges . . .
"doubles the pleasure of owning a wagon.” In such instances, the advertising
focuses on the product’s new feature that is in the pioneering stage; the product
continues in the competitive stage.
Before long, competitors come out with their version of that new
feature, and it becomes accepted as the standard for that type of product, as
has the tailgate door. The company must then find some other rationale for
being selected.
Difference in Policies
The stage of a product may be determined readily enough, but two advertisers
may follow different policies in interpreting the facts. The first may recog¬
nize that there is still a large public that buys neither his article nor any like
it. He will continue to stress pioneering appeals, bringing more customers into
the field, and to himself. The second advertiser will take advantage of the
pioneering work already done in creating a market, and will use competitive
advertising only, to get his brand selected.
Why Be a Pioneer?
Since the pioneering advertiser has the expense of educating the public to
the advantages of his type of product, and since he can expect others then
to take advantage of his work, he may well ask what benefits, if any, will
compensate him for his investment. In most instances he has little choice;
either he comes into the market at the outset, with pioneering efforts, or
allows someone else to step in as the first in the field. He may then have to
pay more to enter the market later, when he has to compete with the adver¬
tising and distribution of many others.
The only advantage of which a pioneering advertiser can be sure is a
time advantage; he has a head start over the followers. His name will be the
first to come to mind for that type of product. People will know his trademark
better than that of the followers; they will have more confidence in his product
because they will feel that he has had more experience with it than his com¬
petitors. He will have the choice distributors for his product.
For five years, the B. F. Goodrich Company worked to perfect the
tubeless tire, which was then a revolutionary idea. After all the expense and
travail on the part of Goodrich in producing such a tire and getting the public
90 to accept tires without inner tubes (a radical proposal!), competitors jumped
Planning
the
into the field with their brands of tubeless tires. Goodrich sought to stop them
Advertising through patent suits—and lost! Nevertheless, the B. F. Goodrich Company
had sold over one million tubeless tires before their competitors got into the
act.1 This lead over their followers was their payback for their pioneering
effort.
Comparison of Stages
It appears only logical that the life of a product does not end when it reaches
the retentive stage, for here it is at the very height of its popularity, where, if
allowed, it can coast along. But a business that coasts can only coast down¬
ward—deceptively slowly at first, then nose-diving suddenly as the impact of
more aggressive competition makes itself felt.
No business can rely for its continuity on old customers only. They
die off, their patterns of living change, they are lured away by the offerings of
competitors. Just when a product is enjoying its peak years of success—when
its name is the most prominent in the field—the advertising usually takes a
new turn. It shows people who are already familiar with the product new
ways of using it, and reasons for using it more often. It enters a new pioneer¬
ing stage.
The Singer Company, whose name is synonymous with sewing ma¬
chines throughout the world, is again advertising to get women to make their
own clothes, showing the ease of doing so, the money they can save, and the
creative enjoyment it affords. Reynolds, a name familiar to housewives for
1 Sidney Furst and Milton Sherman, eds., Business Decisions That Changed Our
Lives (New York: Random House, 1964), p. 147.
aluminum wrap, introduced the new idea of "Freezer-to-Table Cooking” and 91
The
advertised "How to cook frozen meat, fish, poultry, without thawing.” Advertising
Johnson & Johnson, whose Band-Aid bandages can be found in medicine S piral
The product does not actually return to the point at which it first
started its career, however; instead, the market stretches out to include the
additional buyers now embraced (Chart B). After it has gone through the
stages in this field, the product may repeat the movement in other fields, or
with new generations, with every turn enlarging the total market of buyers,
the process represented by a spiral (Chart C).
Mm! Mm!
Good!
Soothing toGZQatch....
The Singer Electric
but the flowing <£eam Sewing Machine
RINGER, always the pioneer, has created a new in the Pioneering Stage
& sewing machine. You sit at ease before it, press
a lever ever so gently with the knee, and while you The electric sewing machine was in¬
merely guide your material, you watch a perfect seam
flow forth, ruffles form like gathering foam or a tiny troduced by Singer with this adver¬
hem fall into place.
tisement of 1927 in true pioneering
Tucking, shirring, binding, all those deft details of
trimming and decoration, you do more perfectly than fashion—explaining the "versatile
by hand—and in a tenth the time. Such is the versa¬
tile magic of this new Singer Electric that its very
magic" of this new way of sewing.
presence is a temptation to sew, and the creation of
lovely things becomes a fascinating joy.
There is an easy way to prove to yourself what a
modern Singer will do. The nearest Singer Shop will
gladly send one to your home that you can use for
thirty days, in doing your own sewing. You may have
your choice of the widest variety of models—electric,
treadle and hand machines. Any one of them may
be yours on a convenient plan by which you will
receive a generous allowance for your present machine,
and your new Singer will pay for itself as you save.
The Famous Singer “S”
is one of the oldest of trade-marks.
You will find it on the windows of
“Short Cuts to Home Sewing”—Jree
6,000 Singer Shops, in every city in
the xvorId. It is the identifying mark This interesting practical book shows you how to
of sewing machines of enduring save time in a hundred ways on your sewing machine
quality. It means, too, that every howto do all the modish new details of trimming.
Singer Shop is ready always with
instruction, repairs, supplies and It will help with your sewing no matter what make
courteous expert service. of machine you may have—or even though you have
When the Singer representative comes none now. The book is free. Simply phone or call at
to your home let him tell you about the nearest Singer Shop (see telephone directory) or
this service Singer maintains in your
neighborhood, wherever you live. send for a copy by mail, postpaid.
SINGER
SEWING MACHINES Entire contents of this advertisement copyright 1926-7 by The Singer Manufacturing Co.
The Singer Electric Sewing Machine in the Competitive Stage
Dream Machine
The new
Makes all
your sewing dreams
come true.
Just set the dial and Ufl
SINGER
SINC E R
Whati nrw for tomorrow It at today!’
sew perfect buttonholes.
It’s dreamy. •A Trademark of THE SINGER COMPANY
9^
Make the most of yourself-
96
Singer off on a New Product Direction—the Marketing Answer
FREE INSTRUCTIONS show you howto use your new Sing_er sewing machine
FREE GIFT WRAP all bright and be-nbboned - to save you Christmas tie-ups.
FREE DELIVERY anywhere in the U.S A. including Alaska and Hawaii
GIVE A SINGER GIFT CERTIFICATE to the friend who's hard to shop for
97
98 Review Questions
Planning
the
Advertising 1. What is the "advertising spiral"? 6. Why is the retentive stage a critical
one for a product?
2. Can you give an example of a
product chiefly in (a) the pioneering 7. Cite several examples of important
stage, (b) the competitive stage, marketing and advertising decisions
(c) the retentive stage, (d) a new that might be considered as a prod¬
pioneering stage? uct approaches the retentive stage.
3. What is the essence of the adver¬ 8. Can you explain why some products
tising message in presenting a that are new do not begin in the
product at each stage? What con¬ pioneering stage ?
cepts must be stressed?
9. Why is it important for an adver¬
4. Can you cite two situations where a tiser to decide the stage of the spiral
product’s advertising can be at more his product is in?
than one stage at a time?
10. Different advertisers in the same
5. What are the major advantages and product category may see their prod¬
the major risks of doing the pioneer¬ ucts at different stages of the spiral.
ing advertising for a product? Explain how this can happen.
Reading Suggestions
Brink, Edward L., and William T. Levitt, Theodore, "Exploit the Product
Kelley, The Management of Promo¬ Life Cycle," Harvard Business Re¬
tion, Chapter 7. Englewood Cliffs, view, November-December 1965, p
N.J.: Prentice-Hall, Inc., 1963. Ex¬ 8 Iff.
cerpted in Kleppner and Settel, Ex¬ Wasson, Chester R., Product Manage¬
ploring Advertising, p. 70.
ment: Product Life Cycles and Com¬
Durkee, Burton R., How to Make Ad¬ petitive Marketing Strategy. St.
vertising Work. New York: McGraw- Charles, Ill.: Challenge Books, 1971.
Hill Book Company, 1967.
Weilbacher, W. M., "What Happens to
Forrester, Jay W., "Advertising: A Advertisements When They Grow
Problem in Industrial Dynamics,” Up," Public Opinion Quarterly, Sum¬
Harvard Business Review, March- mer 1970, pp. 216-223.
April 1959, pp. 100-110. Also in
Kleppner and Settel, Exploring Ad¬
vertising, p. 47.
5
Target Marketing
Procter & Gamble has long been well known for its marketing capabili¬
ties in the detergent and food-products fields. In the late 1950’s, P & G en¬
tered the paper-products field. By the early 1970’s, P & G’s Bounty paper
towels and Charmin toilet tissues were market leaders, and Pampers disposable
diapers had captured the bulk of that product’s sales.
P & G’s ability to market new products effectively to the housewife
was again a dominant factor in its success. The company was demonstrating
not so much its skill in manufacturing paper-goods as its skill in creating
products for a market, and in creating markets for a product. This approach
to advertising via marketing is the subject of the present chapter.
What Is a Product?
To those who are buying it, any product represents a bundle of satisfactions.
Some of these satisfactions are purely functional—a car is for getting places,
a watch is for telling time, a camera is for taking pictures. Some of the satis¬
factions are psychological—a car may be for showing what a sporty person the
owner is, a watch may represent a beautiful piece of jewelry, a camera may be
used to show how up to date the owner is. Different people have different ideas
about the satisfactions that are important to each of them when they consider
a product. Although some may want a sporty car, others may want a family
car. Some men want transportation at as low a price as possible, and others
may want all the luxury in driving that money can buy.
Products are designed with satisfactions to match the interests of a
particular group of consumers. That is why every car company makes a wide
range of cars, each with many variations. Within the product class of cameras,
there is equipment that is simple to operate and geared to nonexperts, and
there is also sophisticated, controls-laden equipment for the serious pho¬
tographer. (Note that cameras are not strictly divided by price, since some
simple equipment can be more expensive than some of the complex devices.)
Yankelovich defined three groups of consumers in the watch field
on the basis of values each sought from the product. These are:
99
100 1. People who want to pay the lowest possible price for any watch
Planning
the that works reasonably well. If the watch fails after six months or a
Advertising year, they will throw it out and replace it.
2. People who value watches for their long life, good workmanship,
good material, and good styling. They are willing to pay for these
product qualities.
3. People who look not only for useful product features but also for
meaningful emotional qualities. The most important consideration
in this segment is that the watch should suitably symbolize an im¬
portant occasion. Consequently, fine styling, a well-known brand
name, the recommendation of the jeweler, and a gold or diamond
case are highly valued.1
What Is a Market?
Almost all advertising and marketing men could answer this question,’’ said
Sissors, and yet many would give different answers to the same question.”
He then offered eight definitions commonly used.2
We speak of competition in the broadest sense, to include all forces that are
inhibiting the sales of a product. They may be products in the same subclass
as your product, or the same product class, or forces outside the category of
your product.
Does the "small cigar” primarily compete with other brands of small
cigars (subclass), with full-sized cigars (product class), or with cigarettes
(beyond product class) ?
Does instant iced tea compete with non-instant iced tea, iced coffee,
or soda pop? With hot tea or coffee? With beer? With alcoholic beverages?
In short, is the competitive array that of tea, of cold nonalcoholic beverages,
or of refreshment generally?
The competitive array can widen even further as the basic price of the
product increases. For example, in terms of the suburbanite s family budget,
Market Segmentation
YouVe
otto taste it
to believe it.
DOODLE omm/t
One pan, one pound of hamburger and one package of Hamburger Helper'
change hamburger into a real dinner dish for a family of five.
Dental Association for using stannous fluoride, and has been stressing its 103
Target
ability to prevent cavities, while conversely, Ultra-Brite toothpaste was formu¬ Marketing
lated primarily to help teeth look brighter. A mail-order company has built a
large national business selling wearing apparel for tall men only.
There is much segmentation in the coffee market. Regular coffee, first
of all, differs among brands in price, taste, and the way it is ground to suit
different ways of brewing it (for electric percolators, filter devices, drip pots,
and so on). Instant and freeze-dried coffees are offered for those who want
the convenience of just adding water. Then there is decaffeinated coffee, ap¬
pealing to the large group who, for health reasons, want to avoid caffeine.
Each type of coffee is designed to satisfy a different market of people who
drink coffee. The introductions of a low-acid coffee (Kava) and of a chicory-
flavored coffee (Luzianne) were both made to attract a small but steady group
of consumers.
Whit Hobbs reports an experience with the S.C. Johnson Company
(furniture wax) when the account was first assigned to his agency. The
product had clear advantages over competition, but sales had been sliding.
Instead of embarking on a campaign to stress product differentials, the agency
conducted research to find out why the sales were declining. He reports:
8 Harper Boyd and Sidney Levy, "New Dimension in Consumer Analysis,” Harvard
Business Review, November-December 1963, p. 129.
106
In many product fields today, there are so many sets of particular 107
consumer needs and interests that a single standardized product with some Marketing
appeal to many people may fare less well than, or have the market nibbled
away by, products tailored to appeal strongly to a segment of the market.
We now address ourselves to the overall market for the product. First we ask,
What is the overall usage of this type of product? This might be defined in
terms of dollar sales, percentage of households who use such a product, or the
total number of units. Has the field been growing or dwindling? What is the
share of the market enjoyed by those in the business, by territories? What
change has taken place in the past few years in their ranking? What is the
chief product advantage featured by each brand?
Where are the best markets? In which territory are most products of
this type sold? For example, only 25 percent of the homes in St. Paul use
instant coffee, but 52 percent of the homes in Milwaukee do; baked beans are
almost twice as popular in Omaha (83 percent of the households are users)
as in Pensacola (42 percent). In Wichita, 34 percent of the homes use instant
tea, but in Duluth-Superior, only 7 percent do; 66 percent of the households
in Indianapolis have electric shavers, but only 34 percent of those in West
Palm Beach do.11
Another breakdown used is by location in terms of metropolitan cen¬
ter city, metropolitan suburb, and non-metropolitan territory.
Heavy users. For any product, there will always be a small per¬
centage of users who are responsible for a vastly disproportionate share of the
product’s sales. According to Simmons, 17 percent of the total male users of
beer accounted for 48 percent of beer consumption; 13 percent of male laxa¬
tive users accounted for 59 percent of laxative consumption; among women,
22 percent use 47 percent of the cake mixes, 30 percent use 57 percent of the
peanut butter, and 26 percent use 56 percent of the instant coffee consumed.12
For the advertiser, "heavy users’’ are obviously prime prospects to try
to reach.
Psychographic characteristics. Between two groups of buyers who
have the same social and economic demographic characteristics, there will still
be a big difference in the nature and extent of their purchases. This fact has
led to an inquiry beyond demographics to try to explain the reason for such
differences, and in turn to further sharpening of the view of a buyer in terms
of psychographic characteristics—personality traits, chiefly in willingness to
try something new. The group more willing to do so is referred to as creative
consumers, in contrast to passive consumers. In connection with this study,
Demby reports:
% %
Heavy User Total Total
Product Class Definition Users Usage
High school or less 38.1% 42.5% 41.0% 41.1% 37.2% 26.6% 42.3%
Some college 29.4 24.9 32.5 32.3 27.6 31.3 27.8
Graduated college 14.1 12.4 13.6 11.7 16.8 19.3 10.3
Postgraduate college 15.1 14.4 8.9 11.5 17.1 20.8 15.7
study
No answer/Don’t know 3.4 5.7 4.0 3.5 1.4 1.9 4.0
Total * 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Median age 38.7 yrs. 46.6 yrs. 35.9 yrs. 38.3 yrs. 35.3 yrs. 35.7 yrs. 39.7 yrs.
Professional, Technical,
Official/Proprietor 46.7% 42.1% 43.7% 41.4% 47.3% 58.5% 44.6%
Clerical/Sales 10.5 9.6 10.4 10.1 10.9 10.4 11.4
Craftsman / F oreman /
Factory worker/
Service worker/
Laborer 25.3 24.2 29.8 30.2 24.6 17.7 27.5
Retired/Unemployed 5.5 13.3 3.5 5.8 4.2 2.6 4.0
Student 2.9 1.7 2.8 2.4 4.2 3.0 3.2
Housewife (not em-
ployed outside
home) 1.3 2.3 .6 1.1 1.7 .9 1.0
Other 3.9 2.2 4.0 6.5 4.3 3.9 2.8
No answer 3.9 4.7 5.2 2.5 2.8 3.0 5.4
Total * 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
More Less
Total Frequent Frequent
Users Users Users Nonusers
Classification % % % %
By region:
Mid Atl. & New Eng. 54 29 25 46
East-North Central 32 N.A. N.A. 68
West-North Central 17 7 10 83
East South Central &
S. Atl. 23 8 15 77
West-South Central 25 9 16 75
Mtn. & Pacific 52 29 23 48
By type of family:
Adults only 37 20 17 63
With children 37 16 21 63
By age:
Under 25 30 9 21 70
25-34 33 15 18 67
35-44 37 17 20 63
45+ 40 20 20 60
By income:
Under $3,000 23 11 12 77
$3,000-5,999 32 14 18 68
$6,000-9,999 42 18 24 58
$10,000+ 60 35 25 40
By location:
City center 48 27 21 52
Suburban 43 19 24 57
Nonmetropolitan 23 8 15 77
By educational level:
Grammar school 29 14 15 71
High school 36 16 20 64
College 51 26 25 49
Total respondents 37 17 20 63
Source: The American Sheep Producers Council, Inc., 'Lamb & the Consumer,” 1964.
116
Planning
the
Advertising
The S.S. France, the longest, largest ship afloat, is the flagship of the French
Line. During the summer season it is in transatlantic service, sailing between
New York and Southhampton/Le Havre. On a limited number of crossings,
it goes to Bremerhaven. In the winter it has a Caribbean cruise program from
New York, and usually has a Mediterranean cruise in the spring from Cannes.
In recent years, all transatlantic carriers have been reducing the num¬
ber of their crossings by cutting sailings in the spring and fall, and transferring
them to cruise schedules. This has eliminated the transatlantic crossings with
the lowest load factors.
Most lines have decided that they would prefer not to gamble on a
long transatlantic season (with its higher profits), and prefer to opt for a
longer cruise season, where there is a better passenger potential, even though
at a lower total profit.
Over this same period, competition has lessened as various lines have
eliminated transatlantic service completely or have gone out of business.
Today, the principal competitor crossing the Atlantic is Cunard’s
Queen Elizabeth II, and, naturally, the airlines.
In assessing the position of the French Line with the client, sales
figures were broken down geographically to determine the origins of revenue.
It was found that six territories accounted for almost 80 percent of the
passenger dollars. These were New York, Boston, Chicago, Washington,
Philadelphia, and Los Angeles—with New York by far the largest con¬
tributor, since it is the port of call.
Past experience had shown that the best travel prospects were men
and women with the demographics of higher education, upper income, and
mature age. It was decided, however, to broaden the concept of the audience
to include a slightly younger group of persons who are good cruise prospects.
Because the trend in ocean travel continues to move in the direction
of cruises (rather than straight transportation), it was decided to promote the
France as a distinctly special cruise ship—as a floating vacation resort, a dis¬
tinctively French resort—whether on the Atlantic, in the Caribbean, or in the
Review Questions
2. What is meant by "the majority 8. Can you name some products which
fallacy" ? have changed their marketing ap¬
proach by re-positioning?
3. Give an example of competition
(a) within the same subclass, (b) 9. Explain what is meant by a "buyer
within a product class, and (c) be¬ profile."
yond the product class. 10. What is meant by demographic
4. "Seven-Up” advertised itself as "the data? Who gathers it and how do
Uncola.” What does this tell us advertisers use it?
about its view of its competition? 11. Discuss what an advertiser of a
5. Explain the basic premise of mar¬ particular brand of small American
ket segmentation. Discuss several cars would be looking for in The
examples. U.S. News & World Report profile
data.
6. Give examples of the two major
ways of achieving segmentation.
Reading Suggestions
Barnett, Norman L., "Beyond Market Bogart, Leo, "Youth Market Isn’t All
Segmentation," Harvard Business Re¬ That Different," Advertising Age,
view, January-February 1969, pp- April 12, 1971, p. 37ff.
152-166. Frank, Ronald E., and William F.
Barton, Roger, The Handbook of Ad¬ Massy, Market Segmentation. Engle¬
vertising Management. New York: wood Cliffs, N.J.: Prentice-Hall, Inc.,
McGraw-Hill Book Company, 1970. 1972.
118 Gibson, D. Parke, The $30 Billion Silberman, Charles E., "Identity Crisis
Planning Negro. New York: The Macmillan in the Consumer Markets,” Fortune,
the
Company, 1969. March 1971, p. 92ff.
Advertising
Greenland, Leo, "Is This the Era of Sissors, Jack Z., "What is a Market?”
Positioning?" Advertising Age, July Journal of Marketing, July 1966.
10, 1972, p. 43ff. Also in Kleppner and Settel, Explor¬
Haley, Russell I., "Benefit Segmentation: ing Advertising, p. 187.
A Decision-oriented Research Tool," Trout, Jack, and A1 Ries, "The Position¬
]ournal of Marketing, July 1968, pp. ing Era Cometh,” a three-part series
30-35. in Advertising Age. April 24 (p.
Leezenbaum, Ralph, "The New Ameri¬ 35), May 1 (p. 51), and May 8 (p.
can Woman . . . and Marketing," 114), 1972.
Marketing/ Communications, July Twedt, Dik W., "How Important to
1970, pp. 22-28. Marketing Strategy is the Heavy
Martineau, Pierre, "Social Class and User,” Journal of Marketing, January
Spending Behavior," Journal of Mar¬ 1968, pp. 71-72.
keting, October 1958, pp. 121-130. Wasson, Chester R., "Is It Time to
Mayer, Lawrence A., "New Questions Quit Thinking of Income Classes?”
about the US Population," Fortune, Journal of Marketing, April 1969,
February 1971, p. 80ff. pp. 54-57.
Rotzoll, Kim, "The Effect of Social Ziff, Ruth, "Psychographics for Market
Stratification on Market Behavior,” Segmentation,” Journal of Advertis¬
Journal of Advertising Research, ing Research, April 1971, pp. 3-9.
March 1967, pp. 22-27. Also in
Kleppner and Settel, Exploring Ad¬
vertising, p. 81.
Basic Media Strategy
Media strategy refers to the overall media plan for implementing the
ma^SdnJltratFgy of a company by means of advertising. We have many
media available for delivering the message—television, radio, newspapers,
magazines, outdoor signs, transportation advertising, and direct mail, among
others. In each category we have hundreds, if not thousands, of individual
media from which to select. This calls for a plan.
Advertising expenditure is often the greatest variable expense in
marketing. The media expenditure represents the largest money risk in adver¬
tising, since there can be a tremendous difference in effectiveness between
two programs. So a plan must be a composite of many factors, including the
answers to the following:
The impulsive response to this question is, "Everyone!”—but that may not
be the wisest. In creating a product in the first place, the maker may have had
in mind some specific type of buyer for whom it was intended. The U.S. Time
Company decided to make a watch, not for everybody, not for those who
bought a watch as a lifelong possession or for those who planned to give it as
a gift, but for those who wanted to pay the lowest possible price for a watch
that worked reasonably well. Accordingly, the media strategy for the Timex
119
120 watch was geared to reach as wide a nonluxury market as possible, even though
Planning
the
watches are usually regarded as luxury items. Market segmentation can begin
Advertising with the making of the product itself, as in the instance above. At other times,
it means reviewing a product’s Total market and going after different segments
of it in different ways as parts of an overall campaign.
A second approach in defining a market is to go after those consumers
who use a product in the largest quantity—the heavy users—as we discussed
in the previous chapter.
Local plan. A local plan is used when the product is on sale only
in one town or community, and its immediate trading zone. This might be the
case with a new product, or when T'product lsHbeiHgTested in different and
distant markets. Furthermore, manufacturers often build their business town
by town, or city by city.
For a local plan, the criterion for selecting a medium is that its circu¬
lation be confined to the specific geographic area in which the advertiser has
distribution. This applies no matter which media are used: newspapers, spot
television and spot radio, outdoor advertising, transit advertising, or direct
mail.
Farm publications
0.3 81 u.z -11.4
(regional) 35
Total farm ._
(66) (0.6) (62) (0.4) (-6.1)
publications *
Total:
61.1 11,485 58.6 57.3
national 7,296
38.9 8,115 41.4 75.0
local 4,636
The smaller the budget, the greater the need for resourcefulness in order to
do an adequate job. The small advertiser looks for media that are not com¬
monly being used in the field. One looks for special space units. Another shops
intensively for television and radio spots off prime time. Such resourcefulness
is good at any level; it is particularly necessary for the small advertiser. (The
term small advertiser means small in comparison with others in his field.) The
larger the budget, the greater the risk in making decisions that usually entail
large investments; there is no escape from the financial day of reckoning. The
first judgment to make in connection with a budget, therefore, is to see whether
its size permits one to think in terms of the most costly media—television net¬
works and magazine color pages, for example—assuming that one would want
to consider them. Many advertisers hold that good intermedia planning calls
for doing a good job in one important medium, which becomes the primary
medium. There may be some areas in which the primary medium could use 123
Basic Media
increased frequency and support because of competitive reasons, at which Strategy
time a secondary medium may be used. A goal in selecting the secondary
medium is to create an interplay with the primary medium that will en¬
hance the impression made by each (referred to as the synergistic effect, or
2 + 2^5)? ^~
Reach refers to the total number of people to whom you deliver a message;
frequency, the number of times it is delivered within a given period (usi&liy
figured on a four-week basis for ease in schedule planning); continuity refers
to the length of time a schedule runs. Only the biggest advertisers can afforcf
all three at once, and even they seek to spread their money most efficiently.
The advantage of going for reach as the prime goal is that you get a
message before the greatest number of people. A disadvantage is that you
may not have enough money to reach them impressively enough or often
enough to make a meaningful impression.
Next arises the question, How often do you have to tell people your
story to get them to act on it? We do not have enough scientific data to make
any generalizations. Admittedly, you can reach a point with an audience
when just telling the story more often in order to make customers costs more
than it is worth in terms of sales. But in mass media, the fifth impression on
one person may be the first impression on someone who has not been exposed
to that medium or program. By the law of averages, every time the advertise¬
ment appears, it reaches some people when they are ready to buy. Further¬
more, it may reach some people who had not been interested in the product
before.
The third ball in this juggling act is continuity. Among the clearest
examples of those who make this the prime factor are the companies that
engage in long-range institutional campaigns to establish favorable attitudes
toward themselves.
In the absence of more scientific data, many media directors apply
the rule for competitive products. "Match competition and then some." If
there is not enough money to match competition on a national scale, you may
be able to pick out a market where competition has spread itself thin, and out¬
shine it in that territory.
There is much research being done and to be done on the criteria for
evaluating reach, frequency, and continuity in a given situation. One such
study, by Pomerance and Zielske, reached the following conclusions:
1. Advertising is quickly forgotten if the consumer is not continuously 125
Basic Media
exposed to it. Strategy
2 Eugene Pomerance and Hubert Zielske, "How Frequently Should You Advertise?
Media/scope, September 1958, pp. 25-27.
126 may be needed to meet competitive promotional efforts during the year or to
Planning
the provide for special local campaigns. The drop in reading and viewing habits
Advertising in the summer may also affect the continuity of the schedule during that season.
Many television network advertisers take a hiatus during the summer months,
returning in the fall. However, radio listening goes up then.
The role of the dealer in the marketing of the product may influence the media
strategy. The advertiser may wish to run an extensive cooperative campaign
that would call for local media tie-ins (newspaper ads, television spots, radio
spots, and outdoor posters and bulletins). He may plan a coupon or sampling
campaign in different markets in connection with intensive advertising in
local media. If such plans are in the offing, provisions for them must be in
the media program.
These are among the problems that enter into the formulation of a
media program. They add up to one thing: There is great opportunity for
creative thinking in planning the use of media. And with the use of the
computer, the challenge has become even greater.
The usual bench mark for comparing costs of comparable media is the cost
per thousand circulation, or audience. This is determined by the following
formula:
This is a simple yardstick of costs when you are considering a choice between,
say, two alternate women’s magazines of equal editorial stature. But when you
Computer Thinking
Uses of Computers
Iteration
Circulation
Total Exclusive
2,000,000 1,400,000
Circulation
Total Exclusive
3,000,000 1,700,000
As more media are added to the list, the job of picking the most
efficient combination becomes even more complex. This is the problem for
which iteration is used. Instances are commonplace in which a medium with
smaller total circulation provides greater exclusive circulation within a given
list.
The instant-coffee example (on next page) shows how a list ot —
media was reduced to 10 media, with a loss of only 5.6 percent of the house¬
holds reached. The details are provided for those who may be interested in
how such problems are handled.
130
Planning
the
Advertising
A Media Problem
The problem was to determine which combination of media used can reach
the largest number of different households that are heavy users of instant
coffee. This represents a problem for which iteration is used. You begin with
the maximum possible list of media and whittle it down in successive steps
till you get a list that gives optimum reach per dollar (in contrast to the usual
TV Show - p 373
TV Show - Q 26
2,478
way of beginning with one medium and building upon that). In computer
language, each round of eliminations represents an iteration.
Chart I (Preliminary Runs A and B) lists 14 eligible magazines and
17 desirable television programs, each of which might be suitable for adver¬
tising instant coffee. Alongside each medium is the number of female heads
of households who are heavy users of instant coffee and whom that medium
reaches exclusively (that is, who are reached by no other medium on the list).
We review the media to see which contribute the fewest number
of households not reached by other media. As a result, we drop four maga¬
zines and five television shows from this preliminary list. That leaves 10
magazines and 12 television shows that we now combine on Chart II.
131
132 Chart II reports on the total number of female
Planning
the household heads who are heavy users of in¬
Advertising stant coffee; this is our goal of 15,234,000
The total number reached exclusively by each
medium in the first iteration, consisting of 22
media, is now 2,602,000
The total unduplicated number reached by all
the media (that is, if a household is reached by
more than one, it is counted only once) is 12,815,000
The percentage of the goal covered by the list is 84.1%
In looking over Chart II, we again weed out those media that con¬
tribute the smallest share of exclusive households (households not reached
by others, marked by *). We drop nine. That leaves 13 media.
Exclusive
Total Heavy Using Heavy Using
Magazines & Network Audience Fem. Head Fem. Head
Daytime TV Shows (All Inds.) Aud. Aud.
A General - mass 29,336 3,199 319
B General - mass 24,668 2,835 375
D General - mass 20,759 2,805 455
H Women 1s - mass 14,758 2.771 304
L Women's - mass 18,038 3,259 446
M General - mass 36,356 4,518 812
TV Show - D 11,146 2,339 461
TV Show - L 21,521 2,673 507
TV Show - M 5,328 988 183
TV Show - N 13,570 1.771 315
Total Goal
Chart III
15,234
Per Cent Coverage
78.5%
The final list developed by this series of iterations consisted of 10 133
Basic Media
media reaching 78.5 percent of the goal of female household heads who are Strategy
heavy users of instant coffee, in contrast to the original list of 22 media reach¬
ing 84.1 percent of such households. A reduction of the media list by 55 per¬
cent resulted in a loss of only 5.6 percent of households.
There are other elements in a media discussion besides the choice of
media, such as the frequency of appearance, size of advertisement, and the
copy message. But the use of the computer for iteration helps answer the
question, Which combination of media provides the widest reach per dollar?
And more sophisticated methods for using the computer are constantly being
developed.
Review Questions
Reading Suggestions
III
MEDIA
THE TOP 50 NATIONAL ADVERTISERS OF 197(1
Total
IN
Rank Company Millions Newspapers Magazines*
Reprinted with permission from the June 21, 1971 issue of Advertising Age. Copyright 197?
CPENDITURES IN MAJOR MEDIA
Farm Business
Network Spot Network
Publica¬ Publica¬ Spot
Television Radio Radio Outdoor
tions tions Television
Television provides the most spectacular way in which an advertiser can reach
the greatest number of people at one time. The average nighttime television
network program reaches between one sixth and one fifth of all of the tele¬
vision homes in the country, and some of the very highest-rated programs
reach one fourth of them. Eighty percent of all adults view TV at some time
during the average day, and 95 percent during the average week.3
139
Average Quarter-hour Household Viewing of Television
Courtesy, A. C. Nielsen
Company
140
gree of annoyance and confusion about which product was advertised; the 141
misidentification rate is high, and the number of commercials being offered T elevision
is constantly increasing.
Network Television
' 7 t , , ,
: : ' .... ..
THE
LOCAL STATION
AS IN THE FORM OF
FULL SPONSOR SPOT ANNOUNCEMENTS
MULTIPLE SPONSORS PARTICIPATIONS
PARTICIPATIONS PROGRAMS
of their stations. (Because of difference in time zones across
the country, some stations may show a network program as a
delayed telecast.) There are three national networks, ABC,
CBS, and NBC. Each has arranged affiliations with stations
throughout the country whereby these stations will carry the
network’s programs and commercials at certain times. The
stations sell the rest of the time independently. An advertiser
placing a schedule with a television network is obliged to use
a prescribed minimum number of affiliated stations from their
total list, and expand his list from their other stations as he
TV Time Sales
sees fit. Networks can give an advertiser the largest nationwide
Source: Annual Report of The Federal
Communications Commission, 1972 audience for his message.
(1971 figures). Commercial time on network television is sold in units of 30 seconds
and 60 seconds. A single minute of commercial time in a nighttime network
program generally runs in the range of $35,000 to $70,000, with "specials”
costing much more (bowl games and world championship games cost close
to $200,000 for a commercial minute).
But network coverage has its problems and challenges. In the first
place, we are speaking of large sums of money, for both time and production.
These costs rule out any but companies that have a product or line of products
with widespread distribution. Most network advertisers have a whole range
of corporate divisions, or products, to share the time and costs. Then, too,
there is great competition for good programming. This means not only a
program that in itself is good, but one that can get on at a time in which a
program on a competitive station won’t cut too deeply into its rating; also at
a time when it can get a good carry-over from the preceding program.5
Each station on the network lineup is different in the composition of
the market area and its competitive TV programming. An advertiser’s message
on a network, therefore, may not always be distributed across the country in
ideal proportion to the distribution of his market. For this reason, an ad¬
vertiser will often supplement his use of network television in certain markets
with spot television. An advertiser can buy time on a network as a single,
multiple, or participating sponsor.
142
_ -pv Courtesy, CBS Television Network
TV Control Room
This is a production control console at the CBS Television Network Center in New
York City. The bank of picture monitors are in the background. Seated from left
to right are the technical director, script girl, program director, assistant program
director, and audio operator.
the trade. The chief users of singly sponsored programs are the large com¬
panies interested in developing a favorable corporate image (AT&T, Xerox)
or companies selling seasonal product lines (Hallmark cards).
145
in it a number of times on either a regular or irregular schedule. Through
participations, an advertiser can have his message delivered to network audi¬
ences at the lowest cost and least risk. By spreading his budget over a number
of different network programs, he can reach a greater variety of audiences.
This method of network-time buying is known as a scatter plan.
The use of participations in network television advertising has greatly
increased; that of single and multiple sponsorships has steadily declined. In
1970, 88 percent of network commercials were participating, 7 percent al¬
ternate or multiple, and 5 percent single.6
144
Spot Television 145
Using
Television
Spot television, in contrast to network television, is the time sold by
an individual station to an individual advertiser.7 Spot television gives the
national advertiser complete flexibility in choice of markets, the number and
length of the spots he uses in each market, and the manner in which they are
scheduled in each market. Spot television can be used by itself; it can also be
used to supplement a national network television schedule in markets where
the local affiliate is not the strongest station, or in markets of above-average
importance to the advertiser. Or it can be used to reinforce a newspaper or
magazine campaign.
Spot time is most often sold in 10-, 20-, 30-, and 60-second lengths,
but chiefly 30 seconds. The 10-second spot—just long enough for a short
selling message identifying the product—is often referred to as an ID (short
for identification), referring both to product identification and to the early
practice of scheduling these announcements in conjunction with station call-
letter and channel-number identifications. Most commercial ID’s are actually
only 8 seconds long, allowing 2 seconds for station identification. The 20-
second spot is sometimes referred to as a chainbreak, from its frequent schedul¬
ing in the breaks between network programs.
Rates on a station vary according to the time of day or night selected,
reflecting the differences in the size of the audiences at the various hours.
Rates are usually grouped by time classifications, most often beginning with
Class AAA or AA (rates for the choicest and most costly time periods),
through Class A, Class B, Class C, and so on, in descending order of size of
audience and cost. Each station has its own classifications, and lists them on its
rate card. Some are simple, as the following:
Most stations, however, have four or five time classifications, as in this instance:
7 The term "spot” is another of those words in advertising that are used in two
senses: (1) time-buying use—a way of buying time on a non-network show; and (2) creative
use—"We need some 30-second spots.”
CLASS B
WQXI-TV Fixed (*) (t)
60 sec. 160 140 120
(Airoat* September 30. 1991) 95 85 70
30/20 sec.
10 sec....... 50 45 35
CLASS C
60 sec- 100 85 70
30/20 sec.. 60 50 35 Extract of a page
10 sec. 30 25 15
of TV rates from
CLASS D
Data verified/revised for June y71 issue 60 sec...—. 80 70 60
Standard Rate &
30/20 see.. 50 40 35
Madia Coda 6 211 0185 6.00 10 sec.----- 25 20 15
l’aciflc Sc Southern Company, Inc., 1611 W. Peach¬ (*) Preempt. Data Service.
tree St., N. E. Atlanta, Ga. 30309. Phono 404- (f) Immediately preemptible.
892-1611. TWX 810-751-8360. Here all rate cards
1. PERSONNEL 8. PARTICIPATING ANNOUNCEMENT PROGRAMS
(60 seconds unless otherwise specified)
are published in
President—Arthur H. McCoy.
MON THRU FRI: ~
Fixed' (*>
" (t)
Vice-Pres. & Gen'l Mgr.—George Hagar.
General Sales Manager—James Thrash. Morning Funnies—7-7:30 am. . 50 40 30 full, giving
30/20 sec..-.-. 30 25 20
Sales Manager—Steve Halpem.
Station Manager—Sid Pike. 10 sec.......... 15 13 10 information in
Promotion Manager—Tony Visk. Tubby & Lester—7:30-9 am.
60 sec.....-. 100 80 60 standardized
2. REPRESENTATIVES 30/20 sec...... 50 40 30
20 15
Metro TV Sales. 10 sec...—--- 25
numerical
Romper Room—9-10 am... . 100 80 60
3. FACILITIES 30/20 sec........
10 sec...—.
50
25
40
20
30
15
sequence for each
Video 316,000 w., audio 63,200 w.; ch 11.
Antenna ht.: 1,040.6 ft. above average terrain. Morning Movie—10-11:30 am.
60 sec-----...- 100 80 60
medium.
Operating schedule: 7-1:15 am. EST.
Transmitter: 110 Arizona Ave.. N. E.. Atlanta. Ga. 30/20 sec.-.-.— 50 40 30
10 sec.-... 25 20 15
4. AGENCY COMMISSION Day ROS—10 am-4:30 pm-- . 100 85 70
15% to recognized agencies on time charges: no cash 30/20 sec. .- 50 45 35
discount. 10 sec.....— 25 20 15
Free for all Movie—4:30-6 pm.
5. GENERAL ADVERTISING See coded regulations 60 sec.... 220 200 180
30/20 sec.-... 110 100 90
General: la, 2a, 2b. 3a. 3b, 3c. 3d, 4a, 5, 6a. 8.
10 sec........ 55 50 45
Kate Protection: 110i, 11m, 12m, 13m, 14c, 16.
Contracts: 21, 22a, 22c, 23, 25, 26, 29. 32b. Dick Van Dyke/Hazel/What’s My Line—6-7:30 pm,
Basic Kates: 41c, 42, 44b, 45a. rotates thru Hazel/Line 6:30-7:30 pm Sat.
Comb.; Coat. Discounts: 60f. 60 sec.... 360 300 270 Courtesy S.R.D.S.
•Cancellation: 70a, 70f, 73a, 73b. 30/20 sec .-.. 180 150 135
Prod. Services: 84, 85, 86, 87c. 10 sec.... 90 85 70
t*) Announcement contracts subject to cancellation SUN THRU THURS:
on 14 days prior written notice. Dick Cavett—11:30 pm-concl.
(t) Prime time designations of AA1, AA2, AA8 60 sec..... 100 80 60
28 days. 30/20 sec .-. 50 40 30
Affiliated with ABC Television Network. 10 sec.......... 25 20 15
All contracts with the same advertiser may be com¬
bined for determining rate of discount. NEWS BLOCKS
Eyewitness News—6:55-7 am Mon thru Fri.
Multiple Product Announcements 60 sec....... 50 40 30
Station does not accept commercials of any lengtL 30/20 sec.... 25 20 15
containing advertising messages of two separate cor¬ 10 sec....... 15 10
porations; nor one minute announcements containing Eyewitness Midday News—12:30 1 pm Mon thru Fri.
more than two selling messages or more than two 60 sec.... 120 100 80
products (or services) ; or announcements of less than 30/20 sec .... 60 50 40
one minute in length which urge the viewer to pur¬ 10 sec. 30 25 20
chase more than one product (or service). Service Eyewitness News thru Fri.
charge for splicing and/or editing piggyback an¬ 60 sec. 200 180 150
nouncements will be 15.00. 30/20 sec.... 100 90 75
10 sec... 50 45 40
Product Protection Eyewitness News—approx Mon thru Fri.
Station will attempt to provide 10 minutes separation 60 sec..... 50 40 30
of directly competitive products, where scheduling is 30/20 sec—.. 25 20 15
under control of station, Rebates, credits, and make¬ 10 sec..... 15 10
goods will not be issued on any product conflict other SAT:
than those occurring back-to-back. Best of Hollywood—11:31 Sat thru Fri,
rotation.
60 sec. 120 100 80
6. TIME RATES 30/20 sec. 60 50 40
No. 5 Eff 1/18/71—Rec’d 1/25/71. 10 sec. 30 25 20
Rev. 3/8/71—Rec’d 3/15/71. -noon.
Saturday Cartoon Rotation—7:30 am-noor,.
60 sec. 100 80 60
7. SPOT ANNOUNCEMENTS 30/20 sec.... 60 40 30
A—Mon thru Fri 6-7:30 pm; Sat & Sun 5-7:30 pm. 10 sec 30 20 15
B—Mon thru Fri 4:29-5:59 pm; Mon thru Sun 11- Saturday Afternoon Movie—3-4:30 pmm.
11:30 pm; Sat & Sun 3:29-4:59 pm. 60 sec. 100 55 70
C—Mon thru Sun noon-4:29 pm. 30/20 sec. 50 45 35
D—Mon thru Sun sign-on-noon & 11:30 pm-sign-off. 10 sec. 25 20 15
(30/20 seconds unless otherwise specified) Wide World of Sports—5-6:30 pm.
MON PM: Fixed (*) (t) 30/20 sec.. 250 225 200
8 00 .-. 300 250 225 10 sec. 125 110 100
8:30 ".. 300 250 225 )tn.
Championship Sports—10:30-11:30 pm.
9- conci, rotates to Sun thru Tues Movie. 60 sec 400 360 300
30/20 sea—. 600 500 450 30/20 sec.. 200 180 150
10 sec.......... 105 90 75
TUES: SUN:
7-30-8:30, rotates to Welby/Eddie’s Father.
30/20 sec...-. 600 500 450 John Wayne Theatre—noon-2 pm.
8:30-10. rotates to Sun & Mon Movie. 60 sec. 100 85 70
30/20 sec.-.-. 550 450 400 30/20 sec.. 50 45 35
10 sec.... 25 20 15
10- 11, rotates to Mod Squad/Eddie’s Father.
30/20 sec.-.-. 600 500 450 Movie Matinee—2-4 pm.. 100 85 70
30/20 sec... 50 45 35
WED: 10 S6C 25 20 15
8 00. rotates to Welby/Mod Squad. Sunday Free for all Movie—5-7 pm.
30/20 sec. 600 500 450 60 sec. 450 400 360
8:30-10:30 . 290 250 30/20 sec._.225 225 200 180
10:30-11 . 250 225 200 10 sec.. 115 100 90
20 sec. 210 190 170 (*) Preempt.
THURS: _ „„„ (t) Immediately preemptive.
The hours from 7:00 p.m. to 11:00 p.m. EST (6:30 p.m. to 10:00 p.m. 147
Using
CST) attract peak audiences, are called prime time, and are the most expensive Television
time in television. On network-affiliated stations, hours of this time are
programmed by the networks, with stations selling "spots” early in the
breaks between programs. The network stations have 7:00 to 7:30 P.M.
E.S.T. for their own programming and sale.
The hour or so adjacent to prime time is called fringe time. Early
fringe precedes prime time; late fringe follows prime time. These rank next
to prime time in costliness.
The Standard Billing week is Monday through Sunday. The Standard
Billing month ends on the last Sunday.
and Daypart Used Cost Homes Men Women Homes Men Women
10 Daytime M-F $ 43,030 34,230 8,170 28,190 $1.26 $5.27 $1.53
5 Early Evening 50,565 34,835 19,080 25,085 1.45 2,65 2.02
5 Nighttime 142,610 48,730 32,485 42,005 2.93 4.39 3.40
5 Late Evening 35,345 19,720 12,735 16,160 1.79 2.78 2.19
5 Weekend Day 39,025 21,300 15,225 12,590 1.83 2.56 3.10
Source: TvB's Spot TV Planning Guide
Feb. 1971
The paper problem. Ask any media man what the biggest headache
is in the handling of spots (both for television and radio), and he will reply,
"Paper work!” There is a lot of paper work involved in assembling the avail¬
ability of spots for a schedule, in gathering the demographic information for
making choices. There is paper work involved in placing orders under the
various discount plans and deals. There is a tremendous amount of paper
work involved in trying to get records of the appearances of spots, particularly
when the bulk of them are bought on a preemptible basis. Then comes the
question of keeping track of the make-goods (running of commercials which
were skipped in schedule), before paying the bills for them. As a result, pay¬
ments are often held up till some open-billing matters on it are resolved;
meanwhile, the next month’s bill comes along.
Elements of TV Planning
In making plans for a television effort in a market, the advertiser keeps asking,
"How can I reach the greatest number of people who may buy my product?
On what station? At what time? On what program? At what cost?” The adver¬
tiser himself has to define the type of person who may buy his product. Man?
Woman? Child? But then he can turn to the audience-measurement research
services to learn what stations or programs reach each of these groups, and
what their age brackets are.
(NJCO'tPJ^'-'O^'O^ «0 m (\j m -o
c'-j •o m O 4- o DM O' r- m m DM 4- O' O x ^ x ao
cn ¥ O' O' O' CD O' o O' O' co O' O' o* o*
O' O' O' O' C7*.
2 o
a. U “D
“O
I a* in r-« >t CO —< 4 _3
r- >o <?• 4- 43 m DM
in a U
5 a in cd -o ® o
n csj m f\j m a a a DVJ DM dm DM DM DM —< DM
—• m ^ —• m —4
X
Oui -•* 4)
^ < (j
UJ X
oc S Of Z
< uj r m CO CO O' O' m O m O' D** 43 minaxa4oao,m O O p- m a 2
o
mXiO'O'Omamxm
2 o X O
to 3
J a
X ©
aaaaaaPsiaaa DM DM DM DM DM DM DM DM DM *»4 DM DM DM >—4
< “
si
_« -j m m co «o m x •O fSJ M
o z O'
O •O 't O (> >5 m m O' m m 00 • • »•••• •
uj m
• • • t • fNJ •—* CNJ CM m m o
• • • •
-4 DM O r—
• •
CO o
t •
com sO ^ n n iC m in 4 m
%u, O' in 4 4 >0
CXI X — —4 f-4 —*
111 ZZ vt,ocox4-oO'mcoin m o x 4- o
^4 o oc m m m 4* r^-
3
111 DM DM DM o 43 sO m DM
NOO J’N-t
Z $
• ••••••**• _1
• • • • • • •
O o O' O' O' O' O' O' co CO
co cd n n n o >o 4) m in n <f ro m m
o o o o o O
a. i—
‘.L ‘J ‘1 4- *1
ZXXXXXZXZG
in in o in in in n >
m c X u. 2 2 X o o U.
UJ
< in z z 2 Q CJ CD O zuzzouzu.®z X 2 Z CD O
•°
-D “
D
m lO 1/1 1/1
UJ 4 P
uj uj uj n 2 z
uj
on
uj
—
>
—
>
w-
>
r\j
•• O
G
x
in —
3 x
UJ o m in o
3s
c
O O
o x -C w>
— — O O O O'
< 3 X< <
t >
cd
>
n
r x r
x
• > G 3 <
Of Z X z
X n
CJ x G X P- <
in
UJ Qf <
•n
3
m
G
X
•t:
*3
4)
> k- 2 >
3 UJ |
&
©
x x
»—►—»—
XXX
X *— O o CD
o
—
X in •
on
< UJ
i/i hi
X —
g
3 a. ai
Z
CD
w
in
• •
< UJ
X
CD
—
> 2 1
CD O in
UJ 3 X
O O
k— X k—
3 in
m
3
1
k—
1
n
3
n
5 -E £-
»-* 3 O UJ UJ UJ _ C X CL in < 35
X X 1 CD in < 3 UJX X i) ^ Q-
0£ <r _j <1 • — 2 X < UJ
CD O 2 z 2 CD UJ 2 3 Of 3 2 X — in
UJ 2 o 2 — C
2 in x a a in o X <n O CL 2 *
X 2 in < k— k-
3 o Q. 2 — ;eo
•• UJ > — G x oc X • o • UJ > o X
> > t Z 1
O) E < < — DM > o X in • X < uj in x UJ CL X < 3 uj -j > < < O o
> k- X
—
>
G G 2
in 2 2 O
P- k— in k- G 2 in uj x cD Z 3 in m O I — 3 — o z o z X c Q. C
o CD 3 Of D- k- _J in < X in a uj X k-
aC
• LLJ k- — of • aOZGX — Of o uj I l o a X O _l of < 1 UJ in o < o
•— 4J
4)
wo
Z < < in Of LL UJ uj
*5 3 U- 3 — X 14 X 2 k- m in z — < >■ 3 X in *f o CD 2 G *:
a o Of 3 Z UJ X UJ X 3
in Q. 3 ^ 15 <* X u. < k- G 3 UJ k— X 2 — O 2 G UJ X 2 3 E «
o E 3 k— in o Of CD UJ O x x in g < 'X X 3
oc o * 3 a X
■ in x k—
<
in
CD
CJ
—
k—
k-
in
— Of
2 X
k—
UJ
in ac
< <3 <
Qf UJ in j I
< — < i-
— O >
Z <
<3 UJ Z X
■Z.
—
uj
z
uj
Z
_i in
k- k-
Of Of
o o
X o —
k- Of
<
in
-J •XI UJ
uj Z 3
X o
O k-
3 2 —
in a
x
3
in 4
_ £U
CJ CD <
CJ in < 3 O inoZ30k-<*n or o o k— o o ^ •
i o o in o 3 UJ 2 O — in X > mo x z 2 X <
'UOU<-
i co cc cr CD UJ -J O CD >• -J CD • O cd in — 3 uj 3 < k- c CD CD UJ o XXX CO *COBGUJCD<lB
o. < < in o
o w <
o 2 2 UJ -J 2 X < o o X U uj m o I i
* *
>0 <r 0X0
* *
in 3 <
* * **
ZXO<Ik— B Z -IOO
** :i i
* ft¬ ft * ft
o ru (D it ITU3 lO ® o •—i rg m ^ m
° 3n
4 CM 1 ^ >t N ® CM5 — O'
i 4" 4* 'O p- D- O' o f—i 4-
12 m m m mi m m 4) 4) 43 43 43 ^ ifl ^ k» • r- co COBBCDBCOBCCBJ' O O' O' ^ O' o —
z of Z
< ^ _ t r\j ^ O' D- o DM 4- O m M3 O' 4* O' PM p- co p- m m DM lOiNjminoO'OOm — ^moo'DMOODMm-o
mmmfsimmmmmcM
COCO'ODMO'^^ -O ^
fM(MfMDOD\JDSjDS|f\|DM(Nj
©» o
E ^
p V
X o m m dm m m m m m m m mmmmmrgmmmm
-c a m m 41 m 4- 4* m 4* m m
D) in 3
e> ic < oc
c O
O -F-
O' r-< DM DM O' DM 43 4) m 00 p» —4 O 4- r*» o P- >t rD in P^LPsO't''^
co^cDvO—»mc7'-^-^~m
©
O' PM m DM m CO
• • • • • • • ♦ • • • • • • • •••••••••
r\JO(NIDMlT>CO — MDDSJfM
r- m co m O'
E ^ui
Zz
p- 43 m 03 O' MD o
DM PSJ r~J PM -< -* DM
» " ll o
DM DM
O O O' —
DM DM f—4 DM
00 m
H DM
43 m p-
—i DM t—t DM
O' P- p- O' p— CO
H
O' ® <o
«—« «—I ^-J^4r-4*—
£ I 2£
QO ®
X < < 3 X CJ CJ o X o X
<
o CD < O CJ G X Z G X X X CD G X X X X G G ooxoxxoou.> U-OU-ZOOc52U->
Of
CD
3 I- 2
Of 2 — 3
H
o. < 3 1 O CO 3 uj
UJ o X X
<3 O < 3
m cd > X cd <n 3
(L X 3 -I X Cf
a* < o 3 I UJ o
O CL
> _J
UJ
X 3
<
-J
UJ
**
-J
CD
UJ
— • >
mf
Uj 3
o
X
O
X •-
3
k- O
Oh O 2 X in < X X
■ X — — > X -J UJ X C 2
w X X
3 3
O X 3
o
Of —
3 Of X
O uj
200 >- 2
in
in O
- X
—
o
3 CD 2
— <
X <
O
_J UJ
of X
CD l CD
> — _J
> < X z G — a X CD k- 2 -j
< X of X X X a X 2 o I
— 2 a X X X X 3 C? < < 2 UJ
Qf X ~J X 2 V in 2 3 cz < Q OJ a > CD X X X
X X — X X _i z G z 3 X 3 > CO
O co < X X 3 G Qf X < > 2 X X a -J > > a
in < — > uj <n o < a
a X 3 X
< 2 k— X
G <n 3
-J
>
< X
X G in
-J
X
14
< —
2
M
H
X X X
X 3 CD
«—«
X X
< X
Q X
-j
a
X
a a
O
<
<
J
X _i a
< 3
2 G
3 3 id in z O k- Qf OCX
= < DM m 4 m 4) p- CO O' o F—H m m in X X O' O' f-4 m m in 43 X oo O' o o a m 4 in >0 X 00 O' —iixjiNvt-vfvf-D-coo'cr
H 5z
— — fH — F-— >-* l—l — — DM <N DM a1 a a a a a m m m m m m m m m m
Oh
O
Ph
G
w O
l-H
OJ
4->
oi
C-)
a l-H C/5
^2 SR 00
o CJ > Oh T!
a
o <L> 40
u
CJ
ClJ
£
k—<
U
d
CTJ
1/5
cj
l-H
Oh .a
l-H
cJ
H
<U
CJ
• ~H VD cd
< no a
d
o too
d
u
d
l-H
too
U
a CJ h4
cn
jd
CJ o
£
pj
CJ
< CJ
4^!
<u
CJ
CJ
1/5
• *—(
ci t-H
Oh
<
w l-H
4-»
U(
r-d C/5 it!
•»—( lh
or> CJ >1
3
- cu
d <L> X
00 > C/5
in G
W Oh <u cd
B ■ <
C/3 CJ CJ
OJ • —h Oh
QJ _ •5 -d <u
Uj
u
d
a
icJ
.a
o
cn
toO
H
d
o
ud d
H C/5 O
< Ch ^
</5
cn t
ccj U SoZ u u
cn ao
H C/3
£
U
w c
<u
t/3 **H C/3
kJ
w o3 •H
M
T3
£ 2
o3
u
< d
o
£ <
o "d
►-H
H <u
U-l to
<u
<
Cm 3
£ <u
(-i O C
< Ph U &,
r i
4 WK TIME PERIOD AVG SPOT BUYING GUIDE
ADI RATINGS TIME TOTAL SURVEY AREA, IN THOUSANDS
DAY, WOMEN MEN TNS CHD ADI TOTAL WOMEN HOUSEWIVES MEN TEENS CHILDREN
METRO TOTAL
TIME, TV TV HH TV PER
ADULTS
HH HH SONS
AND RATING 18 + TOTAL
TOT, 18-49 18-34 TOT. 18-49 TOT. TOT. RTG 2+ TOTAL 18-49 18-34 25-64 25-49 TOTAL -50 TOTAL 18-49 18-34 TOTAL GIRLS 6 11
STATION
27 28 29 32 33 35 37 1 3 5 6 7 8 9 10 11 12 14 15 16 17 18 21 22 23 24
TUESDAY
5.OOP - 5.3 OP 4.45P- 5.15P
WJBF 7 6 4 6 6 16 18 17 14 27 48 18 12 7 4 9 6 9 6 6 4 3 10 5 21 13
WRDW 10 8 6 8 6 15 18 16 18 25 47 28 19 10 3 13 8 17 8 10 4 3 10 4 9 5
17 14 10 14 12 31 36 36 33 52 95 46 31 17 7 22 14 26 14 16 8 6 20 9 30 18
WJBF 8 8 7 9 8 19 19 19 18 33 61 29 17 10 5 13 8 14 8 12 7 5 15 9 18 12
WRDW 11 9 8 8 6 13 18 17 18 27 52 29 17 9 4 12 8 16 9 12 6 3 9 4 14 6
19 17 15 17 14 32 37 39 35 60 113 58 34 19 9 25 16 30 17 24 13 8 24 13 32 18
WJBF 25 21 17 ^26 20 21 10 29 27 47 86 58 31 17 8 25 14 28 15 27 14 8 14 8 14 8
WRDW 13 12 10 13 13 3 5 18 20 27 48 34 19 11 5 15 10 18 11 15 9 5 5 2 10 5
38 33 27 39 33 24 15 51 47 74 134 92 50 28 13 40 24 46 26 42 23 13 19 10 24 13
WJBF 25 23 19 28 23 21 10 38 37 59 111 89 47 24 11 37 21 42 21 43 21 13 13 7 9 5
WRDW 14 15 11 17 18 4 8 20 25 31 50 43 22 15 7 20 14 21 14 21 14 7 1 6 3
39 38 30 45 41 25 18 62 61 90 161 132 69 39 18 57 35 63 35 64 35 20 14 7 15 8
WJBF 31 31 31 28 28 48 32 39 38 61 134 94 50 30 15 39 25 44 25 44 26 17 22 12 18 13
WRDW
15 15 13 12 10 10 24 21 24 32 63 47 25 16 7 21 15 25 16 22 13 7 4 1 13 7
46 46 44 40 38 58 56 66 63 93 197 141 75 46 22 60 40 69 41 66 39 24 26 13 31 20
15 15 13 13 10 8 24 20 22 32 70 45 25 16 8 20 14 24 15 20 10 7 6 2 20 11
51 54 53 44 42 56 69 69 64 102 242 154 87 56 30 68 46 77 47 67 41 28 38 21 52 35
14 14 14 13 10 8 23 20 22 30 68 44 25 16 8 19 13 22 14 20 10 7 6 2 18 10
49 52 54 44 42 56 68 69 66 108 258 163 94 61 33 73 49 80 49 70 43 27 39 23 57 37
8.30P -
WJBF 26 30 31 24 24 25 22 41 42 67 157 102 58 39 22 47 32 51 32 45 30 17 26 14 29 20
WRDW
23 25 24 18 18 19 20 24 25 37 84 56 33 23 13 25 18 29 19 23 14 9 10 6 18 10
49 55 55 42 42 44 42 69 66 104 241 158 91 62 35 72 50 80 51 68 44 26 36 20 47 30
WJBF 24 28 30 21 22 24 18 32 38 53 117 82 46 32 18 38 26 41 27 36 24 12 19 8 17 10
WRDW
23 25 23 20 20 18 19 30 28 46 97 68 40 27 15 31 22 37 24 29 19 12 13 9 16 10
47 53 53 41 42 42 37 67 66 99 214 150 86 59 33 69 48 78 51 65 43 24 32 17 33 20
WJBF- 23 29 31 20 22 23 12 30 35 49 108 77 44 32 18 36 25 38 26 33 23 12 18 7 13 8
WRDW 19 22 22 17 19 14 6 28 26 44 86 66 38 26 15 30 21 34 23 28 20 12 11 7 10 7
42 51 53 37 41 37 18 63 63 93 194 143 82 58 33 66 46 72 49 61 43 24 29 14 23 15
WJBF
23 26 23 13 14 25 10 29 33 49 103 75 46 33 18 38 27 40 27 29 21 11 19 9 10 7
WRDW 17 19 22 16 17 8 4 25 25 39 69 58 34 24 15 28 20 31 21 25 18 11 7 4 4 3
40 45 45 29 31 33 14 57 58 88 172 133 80 57 33 66 47 71 48 54 39 22 26 13 14 10
WJBF 24 26 24 14 15 20 9 29 31 49 92 70 47 31 16 41 27 42 26 23 16 9 15 8 8 7
WRDW
9 8 9 7 6 5 17 17 27 44 38 22 14 10 17 11 21 13 17 12 8 4 2 2 1
33 34 33 21 21 25 9 47 48 76 136 108 69 45 26 58 38 63 39 40 28 17 19 10 10 8
WJBF
11 9 3 8 8 7 22 23 37 63 51 34 21 10 30 18 30 17 17 12 6 9 5 4 3
WRDW 5 4 5 3 3 3 1 10 12 16 23 20 12 6 4 10 5 12 5 8 5 3 2 2 1 1
16 13 8 11 11 10 1 33 35 53 86 71 46 27 14 40 23 42 22 25 17 9 11 7 5 4
11.15P -
WJBF 9 8 2 7 7 6 14 14 21 31 27 17 9 2 15 8 15 8 10 7 3 4 3
WRDW 5 4 5 2 1 1 8 12 12 15 13 9 4 3 8 4 8 3 5 3 1 1 1 1 1
14 12 7 10 9 7 1 23 26 33 46 40 26 13 5 23 12 23 11 15 10 4 5 4 1 1
11.30P -
WJBF
6 5 1 4 5 4 11 12 17 23 20 13 7 1 12 6 12 6 7 6 3 4 3
WRDW 5 3 4 4 5 2 1 8 11 11 14 13 8 4 3 7 3 8 4 5 3 1 1 1 1 1
11 8 5 8 10 6 1 20 23 28 37 33 21 11 4 19 9 20 10 12 9 4 5 4 1 1
WJBF
5 4 1 3 4 4 9 10 13 16 13 9 4 9 4 9 4 5 4 2 3 2
WROW 4 3 4 4 4 2 1 7 11 11 15 14 8 4 3 7 3 8 4 6 4 2 1 1
9 7 5 7 8 6 1 17 20 24 31 27 17 8 3 16 7 17 8 8 4
11 4 3
WJBF 4 4 1 2 3 3 7 8 11 12 10 7 4 7 4 7 4 3 3 2 3 2
WRDW 4 3 4 4 5 1 1 7 11 10 13 13 7 3 2 6 2 7 3 6 5 3 1 1
8 7 5 6 8 4 1 15 18 21 25 23 14 7 2 13 6 14 7 9 8 5 4 3
12.15A - 12. 30 A
WJBF 4 4 1 2 3 3 6 6 8 9 7 5 3 5 3 6 3 2 2 1 2 2
WROW 4 3 4 4 5 1 1 7 11 10 12 12 6 3 2 5 2 7 3 6 5 3
8 7 5 6 8 4 1 13 16 18 21 19 11 6 2 10 5 13 6 8 7 4 2 2
12.30A - 1 2.4 5 A
WJBF 4 4 1 2 3 3 5 5 7 9 7 5 3 4 3 5 3 2 2 1 2 2
WRDW 4 3 4 4 5 1 1 7 10 10 12 12 6 3 2 5 2 6 3 6 5 3
8 7 5 6 8 4 1 12 15 17 21 19 11 6 2 9 5 6 8 7
11 4 2 2
1 . 00A
WJBF 3 3 1 2 3 3 5 5 7 9 7 5 3 4 3 5 3 2 2 1 2 2
WRDW 4 3 4 4 5 1 1 6 10 9 12 12 6 3 2 5 2 6 3 6 5 3
7 6 5 6 8 4 1 12 15 16 21 19 11 6 9 5 6
2 11 8 7 4 2 2
152
The Syndicated Research Services 153
Using
Television
A number of research firms specialize in gathering such information
on a syndicated basis, which means that at their own expense (which is con¬
siderable), they gather audience viewing data all over the country, covering
all markets, and publishing it. Then they sell the reports on an annual sub¬
scription basis. These serve as the basis for making media plans. These re¬
ports include the Nielsen Station Index (NSI), the Nielsen TV Local market
reports; the American Research Bureau (ARB), ARB TV Local market re¬
ports, and the ARB Radio market reports. The Pulse is prominent for its re¬
ports in the radio field. The Simmons Reports go into the demographic study
of TV audiences and also of magazine readers.
12:00-12:14
2\
12:15-12:29
2?
12:30-12:44
2*
12:45-12:59
1:00- 1:14
X W 63 B 5 StAr S havAouse. / /
1:15- 1:29 VJ
30 Movie - The Crliis r 2
1:30- 1:44 *
31 _
1:45- 1:59 32
2:00- 2:14
33 } :
2:15- 2:29 34 W BB& 5 1
~1
n2
2:30- 2:44 35
X KAAA 9 KAAA- Neu/s Extra, / /
2:45- 2:59 31
3:00- 3:14
3
3:15- 3:29
4:30- 4:44 4:
4:45- 4:59
4
5:00- 5:14 4! 1,
5:30- 5:44 4
5:45- 5:59 4
Comments:
when the set is turned on. (Nielsen calls their device the Audimeter; ARB
calls theirs Arbitron.) Reports can be mailed in weekly. These recorders can
also be hooked up by direct wire to the research bureau’s recording center for
overnight reports to the advertiser. The advantages of recorders are that they
are continuous, they are not subject to human error in keeping records, and
they give information swiftly. The disadvantage of the recorder is that the
system is costly to install and maintain (especially the instantaneous records,
which are, at this writing, operated only in New York City and Los Angeles,
although additional cities may be added to the list). Also, the recorder tells
when the set is turned on; but it does not tell who or how many are listening.
Despite this, the information is useful to many advertisers.
The recorder in one market is often used in connection with diary or
coincidental telephone reports in the same market, and with diary or coinci¬
dental telephone reports in other markets where a network program is being
measured.
The audience rating services have been at the forefront in developing
techniques to give better information, and are continually working to improve
them.
A Nielsen Audimeter
A. TV penetration
Start with a theoretical "universe” ... 10 households. 9 of
these 10 households own TV sets; TV penetration or set owner¬
ship in "universe” = 90 percent.
B. Coverage
The TV signal of a theoretical network covers 8 TV households.
The coverage area, therefore, is defined as: 8 out of 9 TV house¬
holds in the universe = 89 percent coverage.
C. Sets-in-use
At 9-10 p.m., 6 TV households are watching TV = sets-in-use.
6 out of 9 TV households in the universe = 67 percent sets-in-
use.
D. Share of Audience
At 9-10 P.M., 2 TV households are watching our program: 2
out of the 6 with TV sets in use. Our share of audience is thus
33 lA percent.
E. Rating
At 9-10 P.M., 2 TV households are watching our program = rat¬
ing. 2 out of 9 TV households in the universe = 22 percent,
spoken of as a rating of 22. A rating point, therefore, is one
percent of all the households who have TV and are tuned into
our program.8
8 Paul M. Roth, How to Plan Media (Skokie, Ill.: Standard Rate & Data Service,
Inc., 1969), Chap. 4.
once a week for four weeks, it would have a GRP of 40. If it also ran four 157
Using
times on another program with a rating of 8, it would have a GRP of 40 + 32, Television
or 72.
One of the principal merits of the GRP system is that it provides a
common base that accommodates all size markets equally. One GRP in New
York has exactly the same relative weight as one GRP in Salt Lake City.
The cost for time, of course, varies by the city. The cost per rating
point in different cities has been worked out, and the following list is typical:
Cumes
1. What is the budget? How does it compare with that of the com¬
petition?
2. What geographical area (DMA or ADI) do we want to cover?
Over what period of time?
3. What audience do we want to reach? Sex? Age? Other qualifica¬
tions, as large families, homeowners?
4. What is the weight in GRP’s we want for a market (four-week
plan) ?
5. What is the relative importance of: reach—getting the message
before as many people as possible; frequency—getting the message
before the same group as often as possible; continuity—maintain¬
ing message delivery over a long period of time?
6. How can TV best supplement, or be supplemented by, other
media?
The network buying plan. If the plan indicates the possible use of
networks, we inquire:
The spot buying plan. If our plan calls for spot, we check individual
stations for:
160 1. Station’s reach—What is its prime listening area?
Media
2. Share of audience—Of all homes using television in the market,
how is the share of audience distributed among stations being
considered?
3. What are the station ratings, by quarter-hour periods?
4. Programming environment—How does the audience watching
the program mesh with the demographic requirements of the audi¬
ence we are seeking?
5. Length of schedule (flight)—How many weeks are planned?
6. Cost—What is the best deal that can be worked out to get the
spots we want at the least cost?
7. Other criteria—What is the station’s history of reliability in
handling spots, product protection, and make-goods?
As you cast your eyes over the accompanying chart of the electromagnetic
spectrum through which all electronic communication by air takes place, you
will see that television and radio are only two of many claimants for fre¬
quency allocations. They have competition from other users. When television
came along, the Federal Communications Commission (FCC), which is the
responsible government authority, assigned to it what were then the best
available channels, now known as Channels 2 through 13. These twelve chan¬
nels are in the very-high-frequency band of the spectrum, and are referred to
as VHF stations. Today they are the basic TV stations we get on the air.
But the demand for more television frequencies grew faster than had
been anticipated. The FCC did not want to repeat its mistake of not allowing
room for expansion. This time, they leapfrogged into the ultrahigh-frequency
band, where they made room for 70 channels—channels 14 to 83, referred to
as UHF. But it takes a different type of receiving set to tune in on these
channels. Since May 1965, by law, all new TV sets have had to be capable
of receiving UHF as well as VHF.
UHF stations usually offer programs of selective quality to attract
specific audiences, rather than trying to compete with the entertainment fare
of local stations. They are very popular in the Middle West.
Within five years, from 1965 to 1970, the number of UHF stations
in the United States doubled, from 88 to 176.
|i|
2900 Me
Radio Navigation
Meteorological (Radiosonde)
Radar
1300 Me
1000 Me
890 Me
470 Me
!®1 i ■
l||l#
:
lx,III •.
216 Me ■Hi
VHF TELEVISION (CHANNELS 7-13)
174 Me
118 Me
Radio Navigation
108 Me
The Electromagnetic 100 Me FM BROADCAST
88 Me
Spectrum
VHF TELEVISION (CHANNELS 2-6)
V AM BROADCAST
535 Kc
415 Kc-|
CATV stands for community antenna television, also known as cable tele¬
vision. It is a paid subscriber system whereby one antenna serves a community
of households that cannot get reception, or else get only poor reception, be¬
cause of interference of the surroundings. It began in the mountains of
Pennsylvania, to bring television reception to homes from which it had been
blocked by those mountains. CATV spread to the cities, where residents were
beset by the same problems owing to the steel structures or the hills that
surrounded them. The lines, or cables, by which subscribers are connected
are strung either on the telephone or light poles by leasehold arrangement,
or carried through conduits in the cities.9 An important feature of CATV
is that its reception is far better than that of direct transmission, because
the height of the aerial puts it above electronic disturbances from many sources.
There are about 2,750 operating cable systems in the U.S. There are
another 1,950 systems approved but not built, and 2,900 applications
pending before local governments. Pennsylvania, where cable began,
has the most systems: about 300. Systems currently in operation
reach about 6 million homes, perhaps 18.5 million viewers. The
9 As this is being written, a mini-laser system has been announced to do away with
wires or cables—a cableless cable system!
When the local systems operator originates a broadcast to subscribers via cable, it is called cable television.
0% §35 M. !&
.*.*•*..*•*.*. v
v.\ ‘•Ijrjjjtji** HI
illliliillllSIllii
V- .
Off
Sep 26 Buffalo (pre-season) 40 home games vs. Sep 25 Boston (pre-season) Oct 7 Atlanta Sep 16 Rhode Island National Horse Show
& Phil, vs Boston Carolina Oct 2 Montreal (pre-season) Oct 12 Los Angeles Sep 30 Fordham (opening mght)
Oct 3 Boston (pre-season) Dallas Oct 11 Vancouver Oct 14 Boston Oct 7 Pnnceton Nov 27 Wrestling
& Balt.vs Cleveland Denver Oct 15 Minnesota Oct 17 St. Louis Oct 14 Harvard Dec 20 EC AC Holiday Fes¬
Oct 10 Seattle Indiana Oct 18 Boston Oct 21 N.Y. Rangers Oct 21 Yale tival Hockey (Finals)
Oct 14 Los Angeles Kentucky Oct 22 Montreal Oct 24 Montreal Oct 28 Rutgers Millrose Track Meet
Oct 17 Houston Memphis Oct 25 Philadelphia Oct 28 Chicago Nov 4 Cornell Golden Gloves
Oct 21 Philadelphia San Diego Oct 29 Chicago Nov 14 Montreal Nov 11 Dartmouth Westminster Kennel
Oct 24 Cleveland Utah Nov 8 Vancouver Nov 18 Boston Nov 18 Penn Dog Show (Finals)
Oct 28 Baltimore Virginia Nov 11 California Nov 21 California Nov 25 Brown NYC PSAL High
Nov 9 Atlanta (dates to be announced) Nov 12 Los Angeles Nov 28 Buffalo School Basketball
Nov 11 Golden State Nov 15 Philadelphia Dec 2 Buffalo (Semi-Finals)
Nov 14 Phoenix Nov 19 Pittsburgh Dec 5 Los Angeles Mar 11 NYC PSAL High
Nov 16 Houston Nov 26 Toronto Dec 9 N.Y. Rangers School Basketball
Nov 18 Milwaukee Dec 3 Atlanta Dec 12 Pittsburgh (Finals)
Nov 21 Portland Dec 6 Buffalo Dec 16 Philadelphia Mar 16 Golden Gloves(Finals)
Nov 25 Boston Dec 10 N Y. Islanders Dec 21 Vancouver Mar 17 NIT Basketball
Nov 28 Cleveland Dec 17 Pittsburgh Dec 23 Minnesota Mar 19 NIT Basketball
Dec 2 Buffalo Dec 21 Atlanta Jan 2 Pittsburgh Mar 20 NIT Basketball
Dec 5 Kansas City Dec 24 Detroit Jan 6 Detroit Mar 22 NIT Basketball
Dec 9 Philadelphia Dec 27 Buffalo Jan 9 Los Angeles
Dec 12 Atlanta Dec 31 St. Louis Jan 14 St. Louis
Dec 16 Chicago Jan 3 Los Angeles Jan 16 Buffalo
Dec 25 Detroit (World Hockey Association Jan 6 Buffalo Jan 23 California Dec 2 CCNY ■ Special focus on com¬
Dec 28 Buffalo Jan 7 Pittsburgh Feb 1 Chicago Dec 16 Connecticut munity events through
at the Garden)
Dec 30 Baltimore Jan 24 Boston Feb 3 IMinnesota Jan 13 Cornell neighborhood news and
Oct 19 Cleveland
Ian 2 Milwaukee Jan 28 Toronto Feb 6 Toronto Jan 25 Lafayette Public Access Channels.
Nov 22 New England
Ian 6 Houston Jan 31 California Feb 10 N.Y. Rangers Feb 2 Dartmouth ■ For the kids "Leslie The
Jan 1 Philadelphia
Ian 25 Buffalo Feb 4 Atlanta Feb 20 Atlanta Feb 3 Harvard Shrevel’ "The Science Game’.’
Feb 21 Alberta Detroit
Ian 27 Boston Feb 7 N.Y. Islanders Feb 24 Feb 16 Pnnceton ■ Spanish language programs
Mar 10 Winnipeg Feb 27 Chicago
Ian 29 Golden State Feb 18 N.Y. Islanders Feb 17 Penn and newswire direct from
Feb 3 Cleveland Feb 25 Minnesota Mar 3 Vancouver Mar 2 Brown San Juan.
Feb 6 Ixis Angeles Feb 28 Chicago Mar 6 Montreal Mar 3 Yale ■ AP newswire, stock list¬
Feb 10 Detroit Mar 4 Vancouver Mar 8 Toronto ings and weather reports.
Feb 14 Chicago Mar 7 Philadelphia Mar 13 Boston ■ All the regular programs on
Feb 17 Philadelphia Mar 18 St. Louis Mar 17 St. Louis all TV stations, including UHF.
Feb 20 Portland Mar 25 Minnesota Mar 20 California ■ A special channel listing
Feb 24 Buffalo Mar 28 Boston Mar 24 Philadelphia all programs on all New York
Feb 27 Boston Apr 1 Detroit Mar 27 Buffalo TV stations, all day long.
Mar 3 Baltimore ■ Uninterrupted modern and
Mar 6 Seattle classical music, all day long.
Mar 10 Kansas City ■ Enjoy TelePrompTer
Mar 13 Phoenix Cable TV's incredibly sharp
Mar 21 Atlanta reception and color.
Mar 24 Boston
TelePrompIer CableW
West Side Above 79th St. East Side Above 86th St.
942-7200/942-7300
Cable TV is a miracle of electronic development—a slim cable delivering to your TV set all signals of all regular channels,
perfectly balanced, plus 9 bonus channels, opening up your TV set to a whole new world of entertainment.
The original role of CATV was to relay to subscribers via cable the
programs of stations it could receive over the air. But the stations could also
be turned into local sending stations by playing their own programs over their
cables to their subscribers (called cablecasting). In fact, the Federal Communi¬
cations Commission now requires all systems with 3,500 subscribers or more
to broadcast their own programs along with those received over the air. The
philosophy of this is to encourage the opening of the many channels of CATV
to community-oriented programs.
Trends in Television
Between I960 and 1970, expenditures for television advertising grew by 130
percent—making it the fastest-growing of all media.14 In 1972, the U.S. De¬
partment of Justice filed an antitrust suit against the three networks, designed
to sever their control of the production of shows from the broadcasting opera¬
tion. The fact that the networks financed and produced these shows, which
cost far more than a single advertiser might care to invest, has been one of
their chief contributions to making network television viable. The suit may
take years to adjudicate. Should the views of the Department of Justice pre¬
vail, there will be a great reorientation of network broadcasting.
Meanwhile, improvements in videotape recordings, and reduction
in their cost, will permit an increasing amount of the programming now on
networks to be handled directly by the local stations. A strength of the net¬
works will continue to be in their news programming.
by James V. O’Gara
Robert F. HunsickeR, who started the Alpo Dog Food Company in 1936,
in a rented garage, on a $200 bankroll, tells the story:
In 1959, we knew that only one out of every four households had a
dog. We also knew that most of these dogs were in the suburbs, so
we were after people with some money to spend on a product that
cost more than the others.
Spot TV could offer good selectivity and flexibility. The cost was
moderate. Pets, like babies, are a "natural” for viewer involvement.
Our Alpo selling idea of 100% meat, no cereal filler, was well
suited for demonstration. And television could be effectively used to
sell supermarket chain buyers.
Excerpted from a report by James V. O’Gara, from the May 10, 1971 issue of
Advertising Age. Reprinted with permission. Copyright 1971 by Crain Communications, Inc.
168 Review Questions
Media
3. What are the advantages and limi¬ 10. What do the following terms mean?
tations of network TV ? Spot TV ? a. TV penetration
b. coverage
4. When an advertiser wishes to go on c. sets-in-use
a network program, he has a choice d. share of audience
of three buying formats. What are e. rating
they? f. cume
5. What is a scatter plan? What is a
11. What are the chief questions you
package of participations?
would ask in (a) buying network
6. What is the difference between spot TV and (b) in buying spot TV?
television and a television spot?
12. What is cable TV? What is cable-
7. Why does a station have different
casting?
time classifications? How do their
rates compare?
13. For Alpo Dog Food, what were the
8. When an advertiser is concerned advantages of television generally?
with the product protection offered Of network TV in 1964? Of net¬
by a station, what does he mean? work TV in 1970?
Reading Suggestions
Advertising Age, "Broadcast Advertis¬ Friendly, Fred W., "Television and the
ing: 1970," a special section, Novem¬ First Amendment," Saturday Review,
ber 2, 1970, p. 19ff. January 8, 1972, pp. 46—47ff.
1 Sources: Radio Facts, Radio Advertising Bureau, 1971; Radio Today, the National
Association of Broadcasters, 1971; Broadcasting 1971 Yearbook.
169
The Earliest Radio Sets
The Aeriola, Jr., got heavy use in the early 1920’s. Rural listeners
particularly turned to their sets for farm information, weather reports,
and even for church services. (From A Pictorial History of Radio,
Irving Settel (New York: Grosset & Dunlap, I960). © Irving Settel,
I960.)
170
the reader’s imagination in the script. You can hear a plane leave the airfield 171
Using Radio
as vividly as if you saw it off. Radio listening goes way up in the summer time,
when people are outdoors.
There has been a great proliferation of radio stations, with many cities of
under 300,000 population having eight radio stations each. The total number
of radio stations is nine times that of television stations. The audience is highly
fragmented; it may take a number of stations to cover a market. Radio audi¬
ence research is costly and expensive.
Radio is an aural medium. Its use is limited in the case of products
that are sold because of style or appearance. It cannot be used for advertising
requiring coupons.
The chief complaint about radio is that it has too many commercials
per hour. This lessens the impact of all commercials and makes it that much
more difficult to space a commercial away from that of a competing product,
even though stations try to do this. The competition for attention in com¬
mercials, however, has inspired some of the most imaginative writing in the
field of mass communication.
The paper work in putting through a schedule of national radio
spots, as in television, can be quite overwhelming, involving planning, con¬
firming clearances, ordering, checking appearances and make-goods due and
make-goods delivered, approving bills for payment, and billing to clients with
proper credits. The industry is working to simplify this labor.
Yet, with all these drawbacks, radio expenditures grew 84.7 percent
between I960 and 1970 2 compared with an increase for all media of 64.3
percent; radio is a friendly, warm way of delivering a message, at a low cost
per thousand.
2 See p. 121.
172 Differences Between AM and FM Radio
Media
There are about 4,500 Amplitude Modulation (AM) radio stations, and about
2,200 Frequency Modulation (FM) radio stations.3 Each system offers differ¬
ent values to the advertiser. It’s all a question of waves, and a brief under¬
standing of this subject will help explain many things in radio.
The way of waves. All waves have two attributes. They have height,
spoken of as amplitude, like the difference between an ocean wave and a
ripple in a pond; and they have speed, measured by the frequency with which
a succession of waves pass a given point per minute, or per second. If a radio
station operates on a frequency of 1580 kilocycles, for example, it means that
1,580,000 of its waves pass a given point per second.
Based upon these two dimensions—amplitude and frequency—two
separate systems have been developed for carrying the sound waves. The first
system carries the variations in a sound wave by corresponding variations in its
amplitude; the frequency remains constant. This is the principle of amplitude
modulation (AM).
The second system carries the variations in a sound wave by corre¬
sponding variations in its frequency; the amplitude remains constant. This is
the principle of frequency modulation (FM). These differences affect what
the advertiser can expect from each type of station.
We first discuss AM radio, the most familiar form.
AM Radio
20-
Allocation of AM stations. To make the best use, without inter¬
ference, of the frequencies within the limited confines of the AM band (535
kc. to 1605 kc.), the Federal Communications Commission established four
classes of stations:
Most stations are in Classes III and IV. Almost half operate during daytime
only, to prevent nighttime interference.
AM FM
Radio Networks
The three national AM radio networks are CBS, NBC, and ABC.
Each offers a long list of stations with which it is, or can be, interconnected,
in combinations designed to reach all parts of the country, and flexible
4Ibid.
173
enough to meet the advertiser’s marketing map, at a low cost
per thousand. About two thirds of network radio program¬
ming is worldwide news and information; one third is for
entertainment programs, chiefly daytime, for the audience of
housewives. The network commercials appear within the
total network time period assigned to the network by the
stations.
There are also regional and state networks, intercon¬
nected but not part of a national network. Many separate sta¬
tions are sold as a group, sometimes called a transcription net¬
work, on a one-order, one-bill basis.
Radio Time Sales
Spot Radio
Time Classifications
The broadcast day is divided into time periods, whose rates reflect the size
of their audience. These periods generally are:
173
176 Time is sold in units of 1 minute, 30 seconds, or 10 seconds. The
Media
formerly popular unit of 20 seconds has largely given way to the 30-second
spot.
Rate Classifications
Drive time. This is the most desired and costly time on radio.
STATION A
6 From Spot Radio Service of Standard Rate & Data Service, September 1972.
WIND ,5M VM DAYTIME COVERAGE AREA
oo Ton |
> >mti Oshkosh
pi»5«f y !»?•<«* 8*4, ^ j Mafy !woc £
Ond ^LdCO m
E Mi wV jftwo ou -ja an O)
r<X trWSrA
X
m±ym t J
^Muskegof;
SAad ■. ■. r\0 W*u*»Vo«^Milwoukee-
Waukesha0 °* . 3E
' .»<€* T»ocit fwCw<«i],fci2sS.™^R
Roane A,
A contour map showing the areas 111
J o Janesville | __zi w
8elott0 j rJ*I*®J}?K enosho j£
reached by the station with its
!'i»w.«SfS*tM63»M mmlmfSu^t. , Janwzoo
3ffo j J]* ^ ^o^aunegan
strongest signal and less strong
j }«* .«* •
gEvcmsfon
signal.
, Chicago '/feskft.
3 vMichii “ 03* * haft ^
\ ®o*C ?,a- X*A*el
| l © W°
j i%Tc uwnfXSUiQ'**’,; «*J
pwSvj Joliet «
LjESSiiT^:
t—L -LKankakeeo I* ' tetFt.yy' ayne®
i»»SHwt| tivwasrw 1
} P»*t s--
now*‘■/*50GfMD! wiir’i'‘Tc*s'.i oganspotl
~i jtesn I X® j |»».
up##* 4 V '■ . * ” 1 'WHS
fouwax I—iManon-, v
Labette]iiwe; I 0- ■!»*■> f. |
po«e
Charnpa(gn0
*
: ' of^ I NDI AN A°
m !_i ac*u • I*#** !•**■ -■™IAn<Serson S
pi
- tf)
L y'SLJ N 0 I S
ZP A--
- - - - T"
pnrfMfY j *****[ WBMff
STATION B
STATION C
177
WIFE
INDIANA 1941
Extract of a
Indianapolis—Continued A Star Station
page of radio
Wl BC
1938
Independent rates from
Standard Rate
BLAIR
6 RADIO
R A B
& Data Service.
Here all rate
cards are
Subscriber to the NAB Radio Cede published in
Media Code 4 215 4465 1.00
Subscriber to the NAB Radio Code
Fairbanks Broadcasting Co., Inc., 2835 N. Illinois
Media Code 4 215 4560 9.00
full, giving
St., Indianapolis, Ind. 46208. Phone 317-924-2661.
TWX 317-634-3906. Star Stations of Indiana. Inc.. 1440 N. Meridian
St.. Indianapolis. Ind. 46202. Phone 317-637-1375. information in
STATION’S PROGRAMMING DESCRIPTION
WIBC: Programmed for adults and young adulU.
STATION’S PROGRAMMING DESCRIPTION standardized
MUSIC: middle-of-the-road, familiar album product. WIFE: Programmed for young adult*.
Current top selling singles complimentary to format MUSIC: Current hits, album selection and past hits.
Air personalities each segment. NEWS: 24 hours
numerical
are aired, along with gold records from past fifteen
in 5 min segments at :55, headlines at :28, sports
years. Music presented by personalities, who’s com¬
ments are geared to community involvement. FARM: at :20. Local, national & international using 7 man sequence for
farm news, weather and market reports with farm news staff, 2 mobile units. AP, UPI and UPI audio
director 5-6 am & 12:15-1 pm. NEWS: 10 man service. Program features include weather twice per each medium.
staff and mobile units, plus UPI audio. 10 min re¬ hour, high school reports twice nightly. Comedy phone
ports at 7-8 am & 4-5-6 pm. 5 min reports at 6:30- calls done by morning personality. Household hints.
7:30-8:30 am & 4:30-5:30 pm. Balance of day 5 min Frequent contest and station promotions. Contact
reports on hour. Community service: regular schedule Representative for further details. Rec’d 3/29/71.
of public affairs and religious programming. Contact 1. PERSONNEL
Representative for further details. Rec'd 12/23/68. Chairman of the Board—Don W. Burden.
Vice-Pres. & Gen’l Mgr.—Robert D. Kiley.
I. PERSONNEL Chief Engineer—Murray Smith.
President—Richard M. Fairbanks.
Vice-Pres. & Gen’l Mgr.—James Hilliard. 2. REPRESENTATIVES
Vice-Pres. & Gen’l Sales Mgr.—Richard Yancey. HR/Stone Radio Representatives, Inc.
3. FACILITIES
2. REPRESENTATIVES 5.000 w. days. 1,000 w. nights; 1310 kc.
Blair Radio. Directional—night only.
Operating schedule: 24 hours daily. EST. Courtesy SRDS
S. FACILITIES
4. AGENCY COMMISSION
50.000 w. days. 10,000 w. nights; 1070 ke. 15/0 time only: 10th of following month.
Directional—separate patterns day and nlghL
Operating schedule: 24 hours dally. EST. 5. GENERAL ADVERTISING See coded refutations
General: 2a. 3a, 3b. 4a. 4d, 5. 6a, 8.
4. AGENCY COMMISSION Rate Protection: 10b, lib, 12b, 13b, 14b.
15/0 time only. Basic Rates: 20a. 22a. 23a, 28b, 29a.
Contracts: 40a. 45. 46. 47a, 48.
9. GENERAL ADVERTISING See ceded rtfulatloaa Comb.; Cont. Discounts: 60a, 60k, 61a, 61b, 62b.
Cancellation: 70e. 71s., 73a.
General: la, 2a, 3a. 3b. 3c. 3d. 4a, 4d, 5. 6a. 7b. 8. Rotating Plan Packages and programs, in all cate¬
Rate Protection: 10c. 11c. 12c. 13c. 14c. 15a. 16. gories. are combinable: 1-min and 30-sec spots may
Basic Rates: 20b, 21a, 21d. 22a 23b, 24a, 24c, 25a. earn frequency discounts on 10-second spots. Rate
26. 27. 29b, 30. 33a. _ „ holders are not available.
Contracts: 40a, 4l, 42b, 44b, 45, 46. 47a, 51a. Combines with AM to earn higher FM frequency,
Comb.; Cont. Discounts: 60b. 60e. 601. 61a. 61b, 62d. however, FM is not combinable with AM for higher
Cancellation: 70a, 70e, 71a, 72. 73a. 73b. AM frequency.
Prod. Services: 80. 82.
Affiliated with Blair Represented Network. TIME RATES
FM facilities: WNAP (FM).
Sold in combination With WNAP (FM). See that Eff 8/1/70—Rec'd 7/30/70.
listing for rates. AA—Mon thru Sat 5:30-10 am & 3-7 pm.
A—Mon thru Sat 10 am-3 pm & 7-11 pm; Sun 6-10
TIME RATES pm.
No. 11 Eff 2/15/71—Rec’d 2/15/71. B—All other times.
AA—Moo thru Fri 6-10 am, noon-1 pm & 3-7 pm. 7. PACKAGE PLANS
A—Mon thru Sat 5-6 am; Mon thru Fri 10 am-noon 1-MINUTE TOTAL AUDIENCE PLANS
& 1-3 pm; Sat 6 am-7 pm; Sun 5 am-7 pm. PLANS: I II III IV
B—Mon. thru Sun 7 pm-midnight. 5:30-10 am.. 6 4 3 2
10 am-3 pm. 12 8 6 4
C—Mon thru Sun midnight-5 am. 3-7 pm...-. 6 4 3 2
.
6 SPOT ANNOUNCEMENTS
CLASS AA
7 pm-midnight and/or wknd. 12
PER WK. EA:
1 min.. 35.00 37.00 38.50
36 tl 24 ti
8
18 ti
6 4
12 ti
40.00
PER WK: 1 ti 6 ti 12 ti 18 ti 24 ti 30 ti 30 sec or less: 80% of 1-min.
1 min..— ... 60 55 50 48 46 44 10 sec or less: 50% of 1-min.
20/30 sec.. ... 48 44 40 38 36 34 1-MINUTE ROTATING PLAN
ID’s -- ... 36 33 30 29 28 27 PER WK: (*) 12 ti 18 ti 24 tl 36 ti
AA _ 56.00 50.00 49.00 48.00 47.00
CLASS A A . 45.00 44.00 43.00 42.00 41.00
1 min___ ... 50 44 40 38 36 34 B . 25.50 25.00 24.50 24.00 23.50
20/30 sec.. ... 40 35 32 30 28 26 (*) 6 or less ti.
ID’s .-...... 30 26 24 23 22 21 Specified position, extra 10%.
AM/FM COMBINATION
CLASS B (Based on TAP disbusement)
20 PLAN; I II III IV
1 min......... ... 25 23 22 21 19 PER WK: 72 ti 48 ti 36 tl 24 ti
20/30 sec. ... 20 19 18 17 16 15 1 min (1/2 am, 1/2 FM)_ 1620 1152 900 648
ID’s . ... 16 15 14 13 12 11
8. PROGRAM TIME RATES
CLASS C 10 min—200% of 1-mln, 2 min—125% of 1-min.
1 min..-.— ... 16 15 14 13 12 11 5 min—150% of 1-min.
20/30 sec..... 13 12 11 10 9 8
10 9 8 7 6 W1FE/KISN, VANCOUVER, WASH./KOIL,
ID’s . ... 11 OMAHA, NEBR,
Minutes, station breaks and ID’s may be combined
for maximum frequency. 5% for a 3 station buy.
THE PULSE, INC AVERAGE ’A HOUR AUDIENCE ESTIMATES IN HOME & OUT OF HOME MONOAY-FRI DAY
CHICAGO A COUNTY METROPOLITAN AREAS JAN-F EB.1971
6A . M .-10A.M.
PERSONS REACHED ESTIMATES PERSONS REACHED ESTIMATES OV AGE
W( N * OM( N tccnj TOTAL ME N MF N MEN ME N • OMt N WOMEN W OMEN WOMEN
STATIONS 16-2 4 2 b- 34 35-41 30-64 16-24 23-14 13-49 30-94
• TO »oc T C. ■oo «TG ■00 *TG <00 1001 (00 ’ '00' (OO 1 (OO) lOOl (OOl (OO)
WAIT ♦ I .2 278 1.4 376 .2 21 1 . 0 675 4 94 36 1 28 46 152 1 19
WB8M 1 . 7 399 2.0 531 l . 5 997 12 34 1 03 1 44 33 1 26 1 92
WRBM-FM ,.2 57 .2 40 . 3 25 .2 122 24 33 29 1 1
WBFE ♦ . 1 15 1 5 15
• CFL I . 2 290 .9 229 3.8 340 1 .4 977 1 98 68 i a 2 83 28 82 36
W 0 A I-FM .3 66 . 2 52 . 1 7 .2 1 25 53 1 3 52
WDHF-FM .2 4 1 . 1 4 1 4 37
WFMF-FM ♦7 1 57 .3 87 . 1 5 .4 261 30 9 31 27 12
WFMT-FM . 3 67 .4 1 03 .2 1 70 58 8 6 25 42 30
15N 5.4 1277 6. I 1580 .9 82 4. 3 2949 1 39 1 76 468 339 74 296 467 495
WKFM-FM .2 55 . 2 45 . 1 1 00 46 3 ie 1 1 22
WLS 2.2 528 2.6 688 5.6 508 2.8 1906 30 1 121 52 30 21 1 1 41 1 72 1 64
KM AQ . 7 162 1.6 420 . 9 607 a 9 65 33 25 56 l 72 1 18
WNUS t . I 268 .5 1 22 .6 423 29 1 2 1 4 79 1 1 72 1 8 21
WNUS-FM X
WSDM-FM .4 1 05 . 1 1 4 . 2 1 19 37 66 2 9 5
W VON 1 .8 4 15 2.0 524 1.4 127 1.6 1 093 1 04 1 30 T) 3 54 213 159 1 1 3 39
WWC A .4 89 1 1 . 1 100 89 1 1
WWEL-FM .2 49 . 2 50 . 1 99 32 1 1 4 1 3 33
TOTAL 2 1.9 5151 24. 1 6282 14.3 1 292 l 9.5 l 3271 1019 973 1 425 973 80 1 1 199 1881 16 56
WGRT 6.2 1 451 6.3 1 658 5.5 494 5.5 3748 531 220 530 1 70 7 l 2 430 336 1 80
W I ND 13.8 3242 9.4 2443 5. 0 448 9.6 6533 470 967 652 900 32 1 497 51 5 682
W JJD 3.9 923 6.2 1620 .2 18 3. 8 2561 40 264 34 1 198 1 7 1 425 45 1 372
WJ JD-FM .6 1 46 1.7 4 34 .9 580 23 123 18 123 1 40 1 53
W JOB l .2 284 2.6 689 1.4 973 28 1 1 9 68 1 1 8 71 280 220
WLS 17.3 4064 14.8 3861 39. 7 3586 2 1.5 14604 1851 1 1 86 420 50 4 1507 927 865 528
WMAO 4.9 1144 6. 1 1595 1.0 94 4.5 3033 78 1 25 39 2 343 54 166 537 52*
WNUS 6.8 1 594 3.6 947 3.9 2674 1 86 646 538 1 48 342 208 1 82
WNUS-FM
179
180 In the purchase of spot time, there is often much negotiation of rates
Media between stations and time buyers. We discuss this later in the book.7
The Standard Billing Week is Monday through Sunday. The Standard
Billing Month ends on the last Sunday.
^ p. 588.
WDYH, Gainesville, Fla. WXYZ, Detroit 181
Using Radio
Programmed with emphasis on 25-55 Programmed for adults and young
age group. Music: country and west¬ adults. 6 air personalities introduce
ern, primarily Nashville-produced popular music comprised of middle-
modern country hits and polished ver¬ of-the-road and current hit selections.
sions of all-time familiar favorites.
FM Appears
The growth of FM since 1965, when it was unhooked from its little
sister” role, has been spectacular.
11Radio’s Fourth Dimension: 4-Week Reach & Frequency (New York: Radio Ad¬
vertising Bureau, 1970).
184
Media
Numa Programming
Radio planning by computer
Number of Number of
Reach Frequency Markets Weeks
75 6.8 Top 10 13
75 4.2 Top 20 13
75 Cannot be Top 50 13
achieved
75 11.2 Top 10 8
75 7.6 Top 20 8
75 4.2 Top 50 8
Choice 3. The campaign must cover the top 20 markets for a period
of 13 weeks. The advertiser then can select from the four-week reach and
frequency alternatives available.
Number of Number of
Markets Weeks Reach Frequency
Average
Average Number of
Number of Announcements
Reach Frequency Stations per Station
This system does not tell you which plan to use. That depends on your
own judgment of what is most important to you—reach, frequency, number
of markets. But under this system, rather than buying an arbitrary number
of stations and number of announcements in each market, the program pro-
186 vides a far more precise figure, which indicates the number of stations to be
Media used in each specific market, and the number of announcements to be made
per station, once the buying policy has been established.
A local advertiser has little problem in selecting the best stations to use; he
lives right in the territory; he knows through which station or stations he can
best reach his prospects. But a national or regional advertiser planning to
use radio in a wide geographical spread has a more complex problem, par¬
ticularly when stations from neighboring larger cities overlap the local sta¬
tions of the adjacent territories, which often represent important markets. In
1972, the first Radio Market Area report was published, permitting an ad¬
vertiser to determine which stations to use to get the optimum spread per
dollar in all the markets in a territory.
As a typical example, we have the case of an advertiser who is using
radio in two metropolitan markets 100 miles apart. Between them lie three
smaller cities, A, B, and C; each, however, represents an important market.
Question: To cover those markets, should he also use the local stations in
each? That is an obvious way. The RMA report showed, however, that he
should use the local stations in cities A and B, but he did not have to do so to
get good coverage in city C. To a national advertiser planning a widespread
radio schedule, such information can make a big dollar difference.
The Radio Market Area concept, by Vitt Media International, is
parallel in radio to Nielsen’s Designated Market Area (DMA) and the Area
of Dominant Influence (ADI) of the American Research Bureau, used for
television planning.
Courtesy, John Blair & Company, and Vitt International Media, Inc.
187
188 1. Physical facilities. How many stations comprise the network? How
Media strong are the network affiliates in the markets most important
to us?
2. Special-event availability. What programs are available? Ratings?
What kind of demographic audience do they attract, and how large
is it?
3. Cost. What are the comparative rate advantages and disadvantages
of the networks being considered, in reaching the best potential
customers? The goal is to reach the greatest number of the people
you want to reach at the lowest cost per message. What is the best
price that can be negotiated?
4. Programming environment. Does the audience attracted by the
programs mesh with the demography of the product profile? Is it
compatible with the message to be delivered?
5. Other considerations. Is it desirable to have the same advertising
pressure in all markets, or does the product sell better in large
cities, in rural areas, etc.? If so, it may be desirable to consider
using spots to supplement a network schedule.
Trends in Radio
Between I960 and 1970, radio network increased 35 percent; spot, 60 per¬
cent; local, 102 percent.13 Local radio will continue to zoom ahead, be¬
cause it is so readily available to local merchants, there is no (or little) pro¬
duction cost, an advertiser can go on with short notice, it reaches out to spe¬
cific audiences in the advertiser’s market, and it has proved highly effective.
The pricing of spots has become more realistic for the national advertiser,
and the ability to reach specific audiences will increase their usage. Networks
are being largely reduced to five-minute newscasts on the hour, and most of
their other programs are by transcription.
FM radio, which shot up so fast since AM and FM stations were un¬
hooked in broadcasting, promises to be one of the great growth sectors in
radio.
W Tv* W
Travelodge
A case report on the use of radio
by Carl J. Short
The appropriateness of any medium for any client involves one basic task.
That is matching the characteristics of a given medium with the communica¬
tion objectives of a given client. In this particular instance, the client was
Travelodge International, one of the largest motel/motor-hotel chains in the
world.
Travelodge’s objectives were:
Excerpted from Matchmaking the Message with the Medium by Carl J. Short, Vice-
President, Dailey & Associates. Broadcasting, August 9, 1971. Reprinted with permission,
Broadcasting Publications, Inc.
190 media. Magazines were the first to be eliminated, because we felt they
Media
couldn’t deliver sufficient frequency. Television was eliminated because of its
cost. Newspapers went because we felt that on a national basis they were an
inefficient buy.
That left radio, which could fulfill all of the needs outlined above.
It could also provide us with flexibility (Travelodge could "move around —
change messages on short notice to suit seasonal or special situations). It
would provide a personal contact with the prime target audience—the male
adult with a college education and better-than-average income, and the
businessman who would make Travelodge his business address, would in¬
fluence a decision for using Travelodge motor hotels for sales meetings, and
would think of Travelodge when planning personal or family vacations.
Next came the decision of which type of radio to buy. First we re¬
viewed the availabilities on all networks and then the facilities of all networks
—particularly in major markets and markets of special interest to Travelodge.
We also looked at the possibilities of using spot radio only. This drew
a negative response, because it was felt that it would not offer enough co¬
hesiveness through the peak travel season—markets would vary so much with
format and personality that there would be no Travelodge "feel.”
Standing there at attention was network radio. But which network?
The stature of CBS Radio, its strength in the major markets, as well
as its nationwide coverage with over 240 stations (reaches over 21,000,000
different adults in a given week), made it the most desirable. This, plus the
availability of 'Walter Cronkite Reporting,” a five-a-week news analysis
series produced by CBS News, and the willingness of CBS to work with us
in building a 26-week program—13 weeks of Cronkite in peak summer
travel time (July-August) and a scatter plan of 60-second announcements
preceding and following the Cronkite schedule.
Also affecting the decision were the efficiency of CBS Radio (our
buy delivers in excess of 1,300 adult listeners per dollar) and the merchandis-
ability of Walter Cronkite and CBS to the Travelodge owners and operators
—i.e., the immediate rapport established through such a spokesman.
To increase our frequency and flexibility, we added spot-radio flights
in 17 major markets. There we could supplement our corporate spots with
"live” tags for individual Travelodge properties; we could concentrate our
efforts in those metropolitan markets important as origination and destination
centers (generally paralleling population rankings); and those areas where
Travelodge had motor hotels or large clusters of motel properties (not always
paralleling population rankings); and we could greatly expand our frequency
of exposure, thus increasing our chances that a large segment of Travelodge’s
target audience would hear each of Travelodge’s communication messages.
The final problem faced—capturing the rural/city dual personality
of the client’s product—demonstrates the close relationship between the
medium and the message. In this case the use of sound permitted an effective
translation of this duality. Voice casting and music selection were chosen on
the basis of combining just the right balance of "down-home” and "down- 191
° Using Radio
town” sounds.
. . . After three months, this program has aided Travelodge in in¬
creasing the participation and enthusiasm of individual co-owners and
managers, in placing a larger percentage of their business through the one-
number reservation system, and in increasing the overall occupancy rate of
the chain.
Review Questions
Reading Suggestions
Think of the United States not as one big market, but as 1,503 individual
markets. The focal point of each market is a city or town where one or more
newspapers are being published. At the editorial desk of each paper sits a
man who has lived in that community for many years; he was probably born
in that region. He knows its people, their ethnic background, where they
live, how they make a living, how they live, and what kind of news interests
them most. No wonder 78 percent of the population over the age of 18 read
a daily newspaper.
More money is invested in newspaper advertising than in any other
medium. Of that advertising, 80 percent is local; 20 percent national.*
Background
In the United States there are about 1750 newspapers. Of these, about 80
percent are evening papers; 20 percent morning papers. This number includes
about 200 newspapers that are both morning and evening papers. There are
also 600 Sunday newspapers. These are aside from the weekly papers, which
we consider separately.
The number of daily papers has been shrinking over the years, as has
the number of cities with two or more papers, but the total newspaper circu¬
lation has been rising, as follows:
No. OF
Year Papers Circulation
There has also been a change in the geographical sites where the
newspapers are being published, reflecting the population shift. While a
192
number of metropolitan papers have closed shop or merged with others, many 193
Using
"outside,” or suburban, papers have sprung up. Within twenty years, the total Newspapers
circulation of the central-city papers went up by 1 percent; that of the suburbs
increased by 150 percent.
Newspaper Reading
The average newspaper is read by more than two people per issue (it
makes the author unhappy to use the statistician’s figure of 2Vs readers per
paper). Of the readers, 42 percent spend over 40 minutes with their paper;
23 percent spend 30 to 39 minutes; and 30 percent spend up to 30 minutes.
Newspaper readership goes up with education, from 75 percent of
those who attended high school to 87 percent among college graduates.
Readership also goes up with household income, from 75 percent of those
with income of $5,000 to $8,000, to 86 percent of those with income of
$15,000 to $25,000.
However, the reading of newspapers is not uniform throughout the
country, as revealed by these figures showing the ratio of circulation to the
number of households in different markets:
This means that if you wanted to cover a market, you would do better with
newspapers in Kansas City than in Los Angeles. In the latter case you would
have to supplement newspaper advertising with other local media.
MAJOR DOG FOOD ADVERTISER SHARE OF MARKET MAJOR FOOD ADVERTISER SHARE OF MARKET
PRE-TEST PERIOD (7 MONTHS) TEST PERIOD <6 MONTHS) PRE TEST PERIOD (2 Vi MONTHS) TEST PERIOD (2% MONTHS)
Display advertising covers all advertising in the newspaper other than classi¬
fied. Display advertising is divided into local (or retail) advertising, and na¬
tional (or general) advertising. Some newspapers have a division, Classified
Display, for advertising which falls between local and national, as Real Estate,
Amusements, Hotels, Restaurants.
Local rates vs. national rates. Different sets of rates prevail for local
advertising and for national advertising; each has its own rate card. National
rates are higher than local rates by as much as 60 percent in the largest cities.
The difference is rationalized by the fact that retail advertisers have tradi¬
tionally been the steadiest and largest newspaper advertisers, and that their
advertising is placed directly, without agency commission and the need for
special representatives in the major advertising centers. But the difference in
rates exceeds these costs, and there has been great pressure by national ad¬
vertisers to get their rates reduced. Some newspapers have uniform rates for
national and local advertising.2
The rate structure. Each publisher sets his own rates. About 75 per¬
cent of the papers offer a uniform flat rate to all national advertisers. Other
newspapers offer a quantity discount or an alternative time or frequency dis¬
count. The advertiser elects whichever discount structure is best for him.
The highest rate, against which all discounts are figured, is called
the open rate, or basic rate, or one-time rate, as illustrated in the following rates
from a newspaper rate card:
A publisher’s rate card contains all the information that an advertiser needs
to place an order, including all his rates, copy requirements, and mechani¬
cal requirements. In 1920, the American Association of Advertising Agencies
recommended a Standard Form Rate Card, which is followed to this day. It
is folded to 6 X 3Vi inches, and calls for the information to be given in a
standard numbered sequence.
Most advertising offices subscribe to the Standard Rate & Data Service,
which publishes in full all the rate-card information in monthly volumes, kept
up to date during the month by supplements. Having all the information
standardized in sequence proves its special advantages here. A computerized
service is also available. (A separate service is published for each medium.)
1- PERSONNEL 4- GENERAL
a. Name of publisher. «. Policy on rate protection and rate revision
b. Names of advertising executives. notice.
c. Name of production supervisor. b. Regulations covering acceptance of
advertising.
2- REPRESENTATIVES c. Policy regarding advertising which simulates
a. Names, addresses, and telephone numbers editorial content.
of advertising representatives.
5- GENERAL ADVERTISING RATES
3- COMMISSION AND CASH DISCOUNT
a. Black and white rates for standard space units.
a. Agency commission.
Bulk and/or frequency discounts.
b. Cash discount.
h. Starting date if sold in combination.
c. Discount date.
c. Rates for standard units — 1 page, 1500 lines, L Running head and date line for direct casting,
198
Anatomy of a Rate Card
(Standard Form. Rate Card recommended by the American Association of Advertising Agencies, Inc.).
199
OAKLAND CALIFORNIA
Alameda County—Map Location B-6
See SUDS consumer market map and data at begin- Total CZ TrZ Other flat
ning of the Slate. 193,036 100,780 85,866 5,518 3.92
Corporate city population (1970 govt, census) 361,561
Households Population
tSatM 191,959 98.239 88,749 4,856 3.94 Extract of a page
JSun 224,530 113,990 102,420 7,966 3.55
ABC city zone (’70 census). 242,595 646.215
ABC retail ir. zone (’70 census) 295,449 985,353
(*)
(t)
Includes 872—Transportation Terminals.
Includes 115—Transportation Terminals.
of newspaper
♦Metro Area 1-71, see state table 1,093,510 3,148,800 Includes 154—Transportation Terminals.
(*) San Francisco-Oakland.
<t)
For county-by-oounty and/or metropolitan area break¬ rates from
downs. see SUDS Newspaper Circulation Analysts.
TRIBUNE Standard Rate &
P. O. Bex 509, Oakland. Calif. 94604.
Phona 415-273-2000. TWX 910-366-7227. OCEANSIDE Data Service.
San Diego County—Map Location G-ll
See SRDS consumer market map and data at begin¬
ning of the State.
Here all rate cards
Corporate city population (1970 govt, census).. 40,494
fed:* Code I 105 4875 7.00 Households Population are published in
EVENING MONDAY THRU FRIDAY. ABC city zone (’70 census). 18,362 55,438
MORNING SATURDAY, SUNDAY ABC retail tr. zone (’70 census) 46,955 1C3.575 full, giving
1. PERSONNEL
l’res. & Editor—W. F. Knowland.
Advertising Director—Roy E. Boody.
BLADE-TRIBUNE information in
1722 S. Hill St.. Oceanside. Calif. 92054.
General Adv. Mgr.—John W. Carnahan.
Production Manager—Paul McIntosh. Phona 714-722-8222. standardized
2. REPRESENTATIVES and/or BRANCH OFFICES
Cresmer, Woodward, O’Mara & Ormsbee, Inc. numerical
3. COMMISSION AND CASH DISCOUNT
Media Code I 105 4950 8.00
Agency commission 15%: 2% 20th following month.
4. GENERAL RATE POLICY EVENING (except Saturday) AND SUNDAY. sequence for
30-day notice given of any rate revision. Member: Bureau of Advertising, A.N.P.A.
Alcoholic beverage advertising accepted. 1. PERSONNEL each medium.
Publisher—Thomas F. Missett.
ADVERTISING RATES Advertising Manager—Dave Oxley.
Effective October 1, 1970. Advertising Sales Mgr.—Gary Nelson.
Received September 11, 1970. Class. Adv. Mgr.—Pete Doughtie.
5. BLACK/WHITE RATES 2. REPRESENTATIVES and/or BRANCH OFFICES
Flat 1 1,500 1,000 Ward-Grifflth Company, Inc.
per line page lines lines 3. COMMISSION AND CASH DISCOUNT
Daily . .77 1,854.16 1,155.00 770 00 15% to agencies; 2% cash discount 15th following
Sunday .81 1,950.48 1,2!5.00 810.00 month.
FULL PAGE R.O.P. DISCOUNTS 4. GENERAL RATE POLICY
Full page units within 1 year: 60-day notice given of any rate revision.
10 pages. 10% 30 pages. 17% Alcoholic beverage advertising accepted.
20 pages.... 15% 40 pages. 19% ADVERTISING RATES
Discounts apply to pages of 1 product or multiple Courtesy, S.R.D.S.
products under 1 brand name. Discounts applicable to
space and color premium charges. Contract required. CAUTION: NEW RATES
7, COLOR RATES AND DATA
Spot color available daily and Sunday. *Full color EFFECTIVE MAY 1, 1972
daily and Sunday with 2-day leeway required. Mini¬ SEE "FUTURE RATE PAGE"
mum 1;000 lines.
Use b/w line rate plus the following extra cost:
b/w 2 c Effective January 1, 1968.
b/w 1 c or 3 c 5. LINE RATE
1,000 to 1,499 lines.... 35% 600.00 Flat (daily or Sunday), per line- .14
I, 500 to Full page. 35% 850.00 6. COMBINATION RATES
(*) Sunday multiple color available only in Society, Effective November 1, 1971:
(standard); "Entertainment Week,” "California” OCEANSIDE BLADE TRIBUNE AND
(tabloid sections). ESCONDIDO TIMES-ADVOCATE UNIT
Closing dates for multiple color: Complete material Flat 1 1,500 1,000
in Tribune Plant 4 working days before publication. per line page lines lines
Special inks, other than standard colors, 30.00 extra Comb, rate .30 722.40 450.00 30fc0©
(non-commissionable). Combination rate applies when same size unit ap¬
Fluorescent inks 200.00 per color. pears within 2 week period in both papers. Send
3. CLASSIFICATION AND OTHER RATES separate printing material to each paper and inser¬
Automobile and Accessories, Financial, Transportation tion orders to Joe Anthony, Nosadico Newspapers.
& Travel Services, etc., general rates apply. Political P. O. Box 1477, Escondido, Calif. 92025 shewing
—local, state and national candidates and issues. group rate or indicate to run ad in both newspapers.
R.O.P. position—general rates apply; on or facing COLOR RATES AND DATA
radio or TV pages daily .82; Sunday .86. Available daily or Sunday in combination. One day
STRIP ADVERTISING—R.O.P. leeway requested on Wednesday and Thursday inser¬
Daily per agate line .77; Sunday .81. tions. Minimum 1,000 lines.
POSITION CHARGES Use b/w line rate plus the following applicable flat
Next to reading 12-1/2%; full position, (42 line costs: b/w 1 c b/w 2 e b/w 3 c
min.) 25%. Editorial page not sold. Page units, extra. 105.00 210.00
Radio & TV Programs on or facing radio or TV Less than Page... 160.00 265.00 370.00
pages per line, daily .82; Sunday .86. Net Paid—Audited Combined 9-30-71 Max Min
9. SPLIT-RUN Total CZ TrZ Other flat
Available. Minimum 1,000 lines. Flat charge 75.00 ExSat 36,773 25,460 10,746 527 8.02
(non-commissionable). For additional information, Sun 37,378 26,036 10,813 529 7.89
contact general advertising manager. Also sold in combination with Blade Tribune Tri-
10. CLASSIFIED AD RATES City Advertiser (Wednesday) pick-up from daily
15% agency; 2% 15th following month; cash with (same copy) extra .07 per line.
order unless credit established. Circulation Sworn 9-30-69, free 15,397.
.94 per line, daily; 1.07 per line. Sunday. Minimum 7. COLOR RATES AND DATA
2 lines. Blind box charge 3.00. 1 col. width 1-1/2' Available daily. Minimum 1,000 lines.
before processing. Use b/w line rate plus the following flat costs:
Deadline 4:30 p.m. day preceding Tues., Wed., b/w 1 e b/w 2 c b/w S ®
Thurs.; 4:30 p.m. Wed. for Friday; 4:30 p.m. Thurs. Extra ..... 95.00 135.00 175,00
for Sat. and Sun. Sunday Real Estate Section 4:30 Closing dates: Reservations 3 days before publica¬
p.m. Wednesday; Thursday Auto Section 4:30 p.m. tion; printing material 2 days before publication.
Tuesday. Classified Display deadline—contact pub¬ 8. CLASSIFICATION AND OTHER RATES
lisher. Amusements, per inch 2.10. Political, per inch 2.40.
Regulations (see Contents)—C 1, 2, 5, 6. 8. 9, 10, POSITION CHARGES
II, 13 thru 17, 19, 22, 23, P 1 thru 6. T 1, 2, 4. Extra 25%.
11. SPECIAL PAGES. FEATURES 10. CLASSIFIED AD RATES
K% agency; 2% 15th following month: cash with
Food Day: Wednesday.
Fashion, Thursday; Automotive, Thursday Classified; order unless credit established.
Teen Pages. Wednesday and Saturday; Travel, Sun¬ .30 per line; 6 line min. (6 pt.); 5 words per line;
12 lines per inch.
day: Real Estate, Sunday Classified.
12. MINIMUM DEPTH R.O.P.
11. SPECIAL PAGES. FEATURES
As many inches deep as columns^ wide. Over 280 Best Food Day: Wednesday, Entertainment page, Fri¬
lines deep charged full col. 301 lines'. day; TV Section, Sunday; Auto page, Sunday; Real
Estate, Sunday.
13. CONTRACT AND COPY REGULATIONS
See Contents page for location of regulations—items
12. MINIMUM DEPTH R.O.P.
r ~ . ^ m Q1 or •»-» * - many 'roq
The space contract. Placing an advertisement in a newspaper usually 201
Using
involves two steps: first, agreeing upon the rate terms (the space contract); Newspapers
and second, forwarding the advertisement with an order definitely requesting
insertion (the insertion order). The two steps may be taken at one time, but
each step serves a separate function.
A space contract between an advertiser and a publisher is not neces¬
sarily an agreement to buy and sell a fixed amount of space; it is an agreement
to abide by the prevailing rate card for the contract period for such space as
the advertiser actually uses.
The insertion order. When the advertiser is ready to place his ad¬
vertisement, he forwards an insertion order giving the date or dates upon
which the advertisement is to appear, the size in lines and columns, the posi¬
tion request, and the rate; he also advises how the plates or mats are being
forwarded. The space contract may be made a part of the first insertion order.
In either case, the two steps—contract and order—still serve separate functions.
In comparing the cost of newspaper space, two variables enter: the rate per
line and the circulation. To provide a clear basis for computing comparative
costs, a hypothetical figure called the milline rate is used. A milline is what it
would cost per line to reach a million circulation of a paper, based upon its
actual line rate and circulation.
Since virtually all newspapers have either more or less circulation than
an even million, the milline was created to put them on a comparable basis .3
quantity circulation
1,000,000 X $2.00 _
-= $ 1.00 milline rate
2,000,000
3 The milline was the brainchild of Benjamin Jefferson, then advertising manager
of the Lyon & Healy Piano Co., Chicago, in the early 1920’s.
202 1,000,000 X $.95
Media = $2.71 milline rate
350,000 "
If the newspaper charges a flat rate, the advertiser pays that rate for whatever
space he uses. If the newspaper offers space discounts, the advertiser estimates
the amount of space he will use during the next twelve months, and enters a
contract to pay the corresponding rate for whatever space he uses, subject at
the end of the year to adjustment.
For example, let us assume that a newspaper has the following rates:
An advertiser estimates (not guarantees) to run 5,000 lines during the cur¬
rent year, and enters a contract at the 5,000-line rate of 34 cents. He is billed
each month for space used at the 34-cent-a-line rate. However, he runs only
3,500 lines during the year, and is entitled only to the 2,500-line rate of 37
cents; there is no 3,500-line rate. There is then an end-of-the-year reckoning,
as follows:
If the advertiser under such contract earns a better rate at the end of the year,
he gets a rebate for the sum due him.
Some newspapers bill at the open rate only, and give rebates for lower
rates when earned.
making a full page of 1,000 or 1,200 lines. Most standard-size papers have
eight columns to the page, and a column depth of between 280 and 330 lines.
Each newspaper will have its own restrictions regarding the size and
shape of the ads it will accept. To prevent the use of freak-shaped advertise¬
ments, many publishers require the advertisement to be a minimum depth in
ratio to the column width. The average restriction requires an advertisement
to be 14 lines deep for every column of width. This would not apply to special
strip positions across the bottom of the page, sold by some newspapers.
Another example: If a tabloid page is 200 lines deep, it may say that
any ad over 170 lines deep will be charged for the full 200 lines. (If the ad
were 190 lines deep, the paper would have a hard job selling the other ten
lines to other advertisers.) Likewise, a standard-size paper 300 lines deep
might place the upper limit at 270 lines, before being charged for a full page.
With this in mind, some advertisers, contemplating a full-page ad in
203
204 a standard-size paper of eight columns and 300 lines, will instead plan an ad
Media 7 columns by 270 lines. They feel they will be dominating the page, and in
fact welcome having some news items in the adjacent columns to attract more
interest to that page. They therefore save the cost of one whole column (300
lines) plus 30 lines on each of the remaining seven columns their ad occu¬
pies, or 210 lines. Total: 510 lines.
In connection with mats: the rule of thumb is that they shrink in
depth 1 line in 50, in the course of newspaper production. A 100 X 2 ad might
end up 98 X 2, a loss of four lines; a 200 X 5 ad may end up 196 X 5, or less,
a loss of 20 lines. These losses are real, as the newspapers charge for space
ordered, and not space filled. Best thing to do is to make mats longer so they
will shrink to the correct size, or specify in the order, "not to exceed so many
lines."
In 1972 there were 203 black newspapers with a total circulation of over
3,900,000, according to a study by Henry La Brie of the University of Iowa.
Of that total, 11 papers have over 50,000 circulation, including the New York
Voice (90,000), the Black Panther Newspaper (100,000), and Muhammed
Speaks (625,000). Of all 203 newspapers, only 17 are audited by the Audit
Bureau of Circulations. The New York Amsterdam News (83,000) is the
top black paper of the ABC audited papers.4 Many of the non-audited papers
have small circulations. All tend to get high readership.
The ABC reports have nothing to do with the rates of a paper, or the quality
of its circulation. They deal with the circulation statistics. Publishers, however,
will also supply a separate demographic report of readership.
Many publishers have their own special sales representatives in the major
advertising centers to provide the advertiser and the agency with facts about
the market and the competitive merits of a paper. The representative also
provides other helpful services to the advertiser in connection with his mar¬
keting plans and schedules. One representative may handle many different
newspapers, each in a different city. He is paid by the newspapers he repre¬
sents.
this.
PLEAlSE PIJB]LIS H ADVERTISING OF (advertiser)
FOR pnDdu ct)
T)ATES OF INSERTION -1
SPACE 1 1 — “II
I
POSITION
ADDITIONAL INSTRUCTIONS
RATE
LESS AGENCY COMMISSION PER CENT ON GROSS LESS CASH DISCOUNT PER CENT ON NET
PER --
TOTAL
MOUTH ! a. 3 ¥ sr 6, 7 a •? /o n /a. !3 /¥ IS /i n 18 n 20 a./ 3a as a* as at. XT as 21 30 3/
.
208 Newspaper Merchandising Service
Media
In about 190 cities, the advertiser has a choice of two papers. In eight cities,
he has a choice of three or more. Which paper, or combination of papers, to
select?
We regard each city as unique; each has its own newspaper per¬
sonality. The morning paper may be best in one city, the evening paper in
another. We view each city by itself.
We begin by establishing exactly whom we are trying to reach. If we
are advertising, say, heating systems, is it chiefly men? housewives? home-
owners? Exactly what is our market target? We then can compare each of the
newspapers in terms of our target market.
MILWAUKEE JOURNAL/SENTINEL
MARKET PENETRATION and EFFICIENCY
PENETRATION
M/Send. Journal JrrL/Senl
Households (M&E) (S) (M4S)
Metro Area (4 Counties) 435,100 99% 79% 99%
Milw. "ADI" (9 Counties) 565,800 79% 69% 90%
ABC Retail Trade Zone 620,900 72% 66% 86%
(11 Counties)
Source: ABC Audit Report, 3-31-70; NCA 1970-1971; S.M.S.B.P., June, 1970
COST EFFICIENCY AAilline (5,000 Line Contr.) $2.78 $2.45 $2.37
Rank Among Major Newspapers in
25 Largest AD is (Lowest is 1) 6th 7th 4th
Source: NCA, 1970-1971; SRDS Newspaper Roto and Data, October, 1970; Journal/Senlinel Rato Elf. 1/1/71.
* The Standard Metropolitan Statistical Area as defined by the Bureau of the Census is Milwaukee, Wauke¬
sha, Ozaukee and Washington Counties.
210 We have two sources of information to help us: the publisher’s ABC
Media
report of circulation, and his supplementary report of the demographics of
that circulation. The ABC report tells us the size of the circulation, where it
is distributed, how that circulation was obtained. The demographic reports
give an insight into the life styles of the readers—their home ownership,
average income, ethnic background, education, and other glimpses of what
their economic and social life is like.
Color Advertising
Preprint color pages. If, while turning the pages of your newspaper,
you suddenly come upon a page with a beautiful full-page color advertisement,
printed on paper slightly better than the rest of the newspaper, you are looking
at a page that was preprinted by an outside color-printing plant, in gravure
or by offset. (Some papers print their own.) The page was carefully printed
in advance on one side of the sheet, and the other side was left blank and
forwarded to the newspaper on big rolls, for its own printing of the obverse
side. These are known as HiFi Color or SpectaColor pages (representing dif¬
ferent production systems and effects). The advertiser pays for the cost of the
color plates and printing, in addition to the newspaper space, at the black-
and-white page rate. Because of the cost of the initial plates, preprints are
usually planned for a large run to be used in many papers at about the same
time. Arrangements must be made well in advance, with both the newspaper
and the printing house.
How could we be sure it was a weekend if it weren’t for the colorful maga¬
zine sections in our newspapers to remind us? These sections, known as
syndicated supplements, form a unique medium unto themselves. They pro¬
vide good local coverage, superior color reproduction, high and prompt family
The automatic media plan. The Fourth Major Network.
Were not going to tell you TV’s no good— Nothing gets read like Parade...it’s in
you know better and so do we—but we are 96 newspaper markets...gets into 17million
saying there are too many automatic media homes...has over 30 million readers...reaches
plans being submitted these days. 95% of them in the first week...has fantastic
The pattern is usually the same. Let’s flexibility. The weeklies aren’t even in the same
face it—your budget doesn’t go very far on TV. league. We reach 65% or more of the homes in
It’s a cinch you can’t cover the country, so most of our markets.That makes us look more
the spot TV plan like a majorTVnet¬
probably calls for: work than a weekly.
25 markets And on our
representing 2/3rds IFI WERE A network you won’t
fight the clutter.
of your business. 50
gross rating points a PRODUCT MANAGER And you won’t
be outgunned.
week (about seven
30-second commer¬ FOR A PACKAGE GOODS We'd hate to tell our
miMikiinr
cials) and your
schedule runs for
story in 55 words.
26 weeks. Enough of the
Sound familiar?
Your competi¬
$L5MM, HERE ARE numbers game.
Think about this.
tion probably out-
spends you 3 or 4 to
SOME OF THE THMGS Maybe your
product needs more
1—maybe higher.
He’s got the dollars
I'D THINK ABOUT BffORE than 30 seconds a few
times a week. Any
good writer will tell
to do the national
job, plus enough left AUTOMATICALLY you that’s about 50
to 55 words read fast.
over to heavy up in
key markets. GOING TO TV. 30 seconds go
by pretty quick and
So, you wind
up playing his when they are gone,
game in his ball park where he has all they are gone for good, only the clutter is left.
the clout. But there is something permanent about an ad
in Parade...it gets read.
What can you do about it?
You could use network TV, but you run
Reading day.
into the same problem. The reader spends 60 seconds with each
Plus some others. If you go daytime, you Parade page. Compare that with Reader’s
get a shot at about 65% of the homes— Digest, 38... Good Housekeeping, 29... Ladies’
at most. No matter how much you spend. Home Journal, 37.. .McCall’s, 39. It’s pretty
And on PrimeTime—at $25,000 clear Parade is about the last place you can
per 30-second spot—you can run out of get or afford a “60-second spot.”
money before you get started. And you still It’s because Parade arrives in 96 leading
wind up hitting the heavy viewer—over newspapers on “reading day”—Sunday, when
and over. reading the Sunday paper is as much a tradi¬
So why don’t you hit the competition tion as ham and eggs.
where he isn’t—or at least where he’s weak. So, if I were a product manager with
What you need to do is think “PrimeTime” 81.5MM to spend in the package goods field,
in print—Parade in particular. In Parade before I automatically went to TV, I’d think
you can be a big frog in a big pond because about running a schedule in Parade.
Parade has all the guns. What do you think?
Think Parade.
Inter-media Competition
Comics
Split Runs
For advertisers who would like to test different ads for the same product,
Sunday magazine supplements offer a split run. By this method, an advertiser
prepares plates of two or more ads of the same size to be run on the same day,
each representing a different appeal, each with a coupon with its key number,
calling for a reply. The plate for one ad is included on the pages printed on
Press A; the plate for the second ad is included on the pages printed on
adjacent Press B. Both presses feed alternately into a common stacking of
6 Bureau of Advertising.
newspapers—that is, newspapers that are distributed in the same neighbor¬ 213
Using
hood to the same type of readers. The only difference is that of the ads. The Newspapers
advertiser can then tell from the coupon responses which of the two ads
pulled better. (We go into this matter further in the discussion of advertising
testing, later in the book.)
Weekly Newspapers
Trends in Newspapers
8 See p. 121.
215
Using
Newspapers
You have $1.5 million to spend on advertising media. Your direct com¬
petitor has over $30 million. Numerous other competitors (national and
regional) join the fray in all-out battle. How do you compete?
This was the challenge that confronted Scandinavian Airlines adver¬
tising manager William H. Bender when he arrived last year in the Queens,
N.Y., headquarters of the North American Division of SAS. . . .
His decisions: Stay out of TV (on the ground that there wasn t
enough money to match the competition in that medium). Concentrate in¬
stead in broad-appeal media where he could look important.
Bender’s reasoning: "In order to get impact, you have to concentrate
your advertising messages.
"If you have a large budget . . . you can concentrate on vertical
audiences and buy the media that appeal to them while you do the broad-base
job.
"But if you have a small budget, you can’t segment the approach be¬
cause the total portions of the population you can afford to reach are too
tiny. Therefore, you have to choose major media in which you can appear
with a size and frequency sufficient to make you important."
As far as Bender was concerned, this meant newspapers and radio:
"Where SAS can buy equal or greater weight locally, compared with other
carriers"—and concentrated in peak selling periods. . . .
The choice of newspapers as base medium for SAS was also related
to needs exposed by some hard-nosed market research. . . .
1. The bulk of the travel was coming from essentially the same
people. They tended to be over 35, college educated, over $20,000 in income,
in the professions or business management, and had been to Europe more
than once, usually because of a Scandinavian background or related business
interests.
2. Very few people seemed to know what SAS stood for.
3. On the other hand, attitudes toward Scandinavia were highly
favorable. Americans seemed to like the people of the region, ranking them
high in reliability, cleanliness, humor, appearance. . . .
The job ahead, then, was to expand the passenger base while retaining
Review Questions
1. What are the major advantages of 3. How do local rates compare with
newspapers ? Limitations ? national rates ? What reasons are
given for the difference?
2. Give a brief definition, explanation 4. What is the difference between vol¬
or description of: ume discount and frequency dis¬
a. display advertising count ?
- b. classified advertising
c. ROP 5. What is the difference between a
d. tear sheet preprint color page and a syndicated
e. page make-up color magazine supplement ? Who is
f. split run responsible for the printing of each ?
218 6. What is the difference between a 9. What does the newspaper Mer¬
Media milline rate and a short rate? How chandising Service do?
is each computed?
10. What considerations enter the choice
7. What is the Audit Bureau of Cir¬ of one newspaper in a two- or three-
culations ? newspaper city?
8. What are the important things in 11. In the report of the SAS Airline ex¬
an ABC report for an advertiser to perience, why were newspapers par¬
look for? ticularly appropriate?
Reading Suggestions
Magazines are a selective medium. Most magazines are written for spe¬
cific people who have certain tastes and interests in common, and who
will provide an identifiable market for the advertiser. Just to name a few pub¬
lications will immediately bring to mind the different type of person for
whom each is published: Playboy, Atlantic Monthly, Good Housekeeping,
Seventeen, Popular Mechanics, Sports Illustrated, Field and Stream, Fortune,
Ebony. Reader’s Digest is an example of a mass general magazine—edited,
however, within a recognizable editorial framework. Every editor has a pile
of proposed manuscripts that he reads with one question uppermost: Is this
for our readers?”
219
220 Geographical and demographic editions. Most large-circulation
Media
magazines are available in geographic/demographic editions to meet the
advertiser’s target marketing goals. This represents a departure from the for¬
mer monolithic national circulation concept, which for a long time had
characterized nationally circulated magazines. Time offers 136 city and state
editions (aside from its international editions). National Geographic has ten
But magazines, like other media, have their limitations. Even large-circulation
magazines do not reach many people whom the advertiser may want to
reach. Magazines prove costly per thousand in reaching broad masses of
people where selectivity is not of the essence. Magazines have early closing
dates—sometimes two months for color plates in a monthly (although weekly
magazines often have a fast closing date). But of course, not every advertiser
has to have his advertisement appear immediately.
Special editions have limitations, too. The number of pages per issue
available for special editions is limited; plans must be made well ahead. The
forms close before the regular ones do. The cost per thousand is higher than
for the full run in the main book. Some publishers have regional editorial
matter to go with the regional editions; many do not. The result is that all the
regional advertising for that edition is bunched together in the book, with
ad facing ad, placement that does not help the readership of the advertise¬
ments.
Magazine Elements
Magazine sizes. The page size of a magazine is the type area, not the size
of the actual page. Advertisements that cover the entire page area out to its
very edge, with no margin, are called bleed pages (opposite). An advertise¬
ment can also bleed on three sides only. These are used by advertisers to gain
extra attention and impressiveness. Bleed pages usually cost more than non¬
bleed pages. For convenience, the sizes of magazines are characterized as
-
HUll
■Hi
iWt
Classic II. Durable elegance that springs from a fitted. Even the prime mat is hand-rubbed. That’s
no-compttwnise attitude toward construction. Our what makes it Brown Jordan—and inexpensive at
hand-cast aluminum is hand-weided for smoothly the price. Don’t settle for anything less.
BROWN JORDAN
A SUBSIDIARY Of SCOTT MKI COMf ANY
t Jordan at lading stores tod interior designers. For color brochure and nearest dealer, write Brown Jordan, El Monte, Cal.91734. Plant abb in Newport, Ark.
A bleed advertisement is one where the background runs right off the edges. A full
bleed advertisement runs off all four sides. This advertisement is bled on only three
sides, allowing margin at the bottom where this type is set. An advertisement can
also be bled on two sides.
222
large size (about 9" X 12", like Better Homes & Gardens), standard size 223
Using
(about 8" X 10", like Time), and small size (about 4%" X 6V2", like Reader’s Magazines
Digest). When it comes to ordering plates, it is necessary to get the exact
sizes from the publisher’s rate card.
tttt tvrvy rv rr
»•••••••••*
• • • • o • • • • • «
• ••••••••••
rTTTTTTTTT >
• •••••••••
• •••••••••a
aaaaaaaaaa
aaaaaaaaaaa
aaaaaaaaaa*
***********
• •••••••••
• • • • • • •*•*•*•*•
• •••••••••a
• • • • • • •*•*•*•*
Cards and detachable inserts. You may have come across a mailing
card or a coupon, bound between the pages of a magazine, that is good for a
sample, or perhaps you have found a whole booklet of helpful hints or recipes
that you could readily tear out. These devices are effective in getting direct
responses, also in distributing booklets or samples at low unit cost. One maga¬
zine carried a thin plastic phonograph record. Now there is a "microfragrance
coated overlay, which can be scratched to give forth the fragrance of the
product. The use of inserts in connection with page advertising must be
planned well in advance.
Magazine rate structure. Each publisher issues a rate card quoting the costs
of advertising space in his magazine. The rate card of one weekly reads like
this:
Black/White
1 page (3 columns) $3,700.00
Double column (% page) 2,700.00
Single column 1,350.00
y2 column 675.00
Agate line 9.25
The listing above is the one-time rate. The card continues to give the rate for
13, 26, 39, and 52 insertions. (The units for giving discounts in weeklies is
13). The card gives comparable rates for color.
Whereas in newspapers, rates are compared in terms of millines, in
magazines they are compared in terms of cost per page per thousand circulation.
13 times 5%
'26 times 10%
39 times 12%
52 times 16%
13 pages or more 7%
26 pages or more 12%
39 pages or more 16%
52 pages or more 20%
The foregoing discounts, frequency and bulk, are the most common.
Publishers are continually devising special discounts to entice the
large advertisers. The discounts are called by terms such as corporate discount,
renewal reinvestment discount, brand discount, and so on. There is no need
to memorize these terms; they are not standardized. Just remember that such
discounts exist. Would you like a nice 36 percent discount in one of our
magazines? Just spend $1,527,750!
All magazine rates are based upon the guarantee that a certain num¬
ber of copies will be distributed, a number known as the circulation rate base.
Most large magazines supply circulation statements verified by the Audit
Bureau of Circulation (the ABC reports). These statements also supply much
data about the distribution of the circulation, and most important, how that
circulation was obtained—e.g., at regular or special subscription prices.
The advertiser starts off believing he will run twelve times during the year,
entitling him to the $850 rate, and enters upon a space contract accordingly.
Every time the advertisement runs, he is billed $850. However, he decides to
skip the last two insertions that he had previously planned, and runs only ten
times. Therefore, he did not earn the 12-time rate. The rate he earned was the
next best rate, or the 6-time rate of $950 (there is no 10-time rate). The
arithmetic, therefore, is as follows:
If an advertiser earns a better rate than the one to which he originally agreed,
per the space contract he signed, he gets a cash rebate. Failure to keep short
rates in mind when there is a reduction in an original schedule can lead to
unwelcome surprises.
Magazine Circulation
SOURCE: Circulation - ABC records covering the first six months of each
year.
Population - Bureau of the Census, midyear estimates of population
aged 15 years and older, excluding members of the
armed forces overseas.
Every national advertiser seeks to have as many retailers as possible stock his
goods prior to the appearance of his advertisement, thus selling more goods
to the dealer by virtue of that advertisement. In fact, he uses the forthcoming
advertising as a sales incentive for the dealer to order the goods. The pro¬
cedure of telling a dealer about a forthcoming campaign designed to help him
sell the product is called merchandising the advertising.
BEER HOUSEHOLD USAGE BY AMOUNT AND BRANDS
AVERAGE-ISSUE UOIENCE
TOTAL ADJl.TS
( ih thous/ni>s )
/ ■S'
Q / AO / **
/ £^
/
//
/ ^ / *
/
/
«9*
^ //* /^V / ^
/ ^
//
/f* // /
V // / ^ / ^ / $ /
/
^^ / $
TOTAL 130326 9320 1590 4175 641 22724 4349 1516 4814 680 4238 7306 14516
PCT. MARKET COVERAGE 100.0 7.2 1.2 3.2 .5 17.4 3.3 1.2 3.7 .5 3.3 5.6 11.1
03 10 - 19 GLASSES 14660 1094 142 729 *35 2785 615 **175 595 *120 483 986 1695
PCT. COMPOSITION 11.2 11.7 8.9 17.3 5.5 12.3 14.1 11.5 12.4 17.6 11.4 13.5 11.7
INDEX 100 104 79 156 49 no 126 103 111 157 102 121 104
PCT. MARKET COVERAGE 100.0 7.5 1.0 5.0 .2 19.0 4.2 1.2 4.1 .6 3.3 6.7 11.6
04 20 OR MORE GLASSES 8875 703 114 536 **51 1435 350 *155 294 **49 601 476 990
PCT. COMPOSITION 6.8 7.5 7.2 12.8 6.0 6.3 8.0 10.2 6.1 7.2 14.2 6.5 6. 8
INDEX 100 110 106 188 118 93 118 150 90 106 209 96 ICO
PCT. MARKET COVERAGE 100.0 7.9 1.3 6.0 .6 16.2 3.9 1.7 3.3 .6 6.8 5.4 11.2
05 10 OR MORE GLASSES 23535 1797 256 1264 86 4220 966 • 329 889 169 1084 1462 2685
PCT. COMPOSITION 18.1 19.3 16.1 30.3 13.4 18.6 22.2 21.7 18.5 24.9 25.6 20.0 18.5
INDEX 100 107 89 167 74 103 123 120 102 138 141 no 102
PCT. MARKET COVERAGE 100.0 7.6 1.1 5.4 .4 17.9 4.1 1.4 3.8 .7 4.6 6.2 11.4
* m-y ( i<,ts IQ,-) ■,*»»! i #o* All A»'i ,'r SmOwm *o» C Omjhm nC IK'» 'Sport n th* p»op*'tr ol W S ond Aiiruoitj R«v*o<rN Inc ->r>d n d ii'.bu**<1 Icon to o g-ovo oi
0* •*•!».CAM WAf AMO AM»»SSA0O«
«»»• »00 TO -<>*l 'HAM TO'Al •ICasAI OT *»Ul»'*ll MSPOMVI
lO» C‘»CU»A"OM CHAMOIS HAWI KIN »NNO'JMCI0 It SO*»l PU*t'CA1iOM$
W. R. Simmons &. Associates Research, Inc.
»(>(( TQ K*Iim(mI WC"OMi O* »h| 'M!»OOuC'>ON TO TH'S W?Otl 1S72 A »«>< •
® l«0' cb , Inc will ovoil tll«l* ol lO'y n lo~ 0"d " c^ui’y nr>| unoviho"fd ui«
230
EBONY’S Total-Selling
Plan: We don’t just
sell ad space, we
sell your product.
That’s why 80 out of the 100 largest The EBONY
merchandising men swing
WHAT PEOPLE SAY
ABOUT EBONY:
magazine advertisers use EBONY. a lot of weight with On our salesmen and
merchandising men—
“Central City"
Most publications just run your ads. Not retailers. ‘‘Your recent letter and
Ebony. We have a slew of sales specialists documentary report of
who see to it your ads get results. the sales/merchandising
First, there’s our team of crack Ebony activity performed by
salesmen who are actually trained marketing Ebony recently came to
men. Any one of them can sit down with you our attention for review.
and discuss any problem of marketing to Let me take this oppor¬
tunity to express our sin¬
that big 36.4 billion-a-year Black consumer
cere appreciation for this
market. They’ll be able to offer sound, objec¬
meaningful support, and
tive advice based on scientific research data, for the very detailed re¬
and supplemented by on-the-spot daily re¬ port. It leaves no doubt
ports of the Ebony merchandising staff. in our minds that this
These “Men-on-the-Move” form a sec¬ activity was of substan¬
ond set of specialists. They’re in 12 major tial value to the sale of
Campbell’s soups in the
12 important markets
covered.”
—A dvertising Manager,
Campbell Soup Company
earn $10,000 or more, and 58.4% own their ‘‘I appreciate the service
own homes. The median Ebony family in¬ of your merchandising-
come ($8,594) is nearly $1,200 more than the man who worked with
our sales representative.
median U.S. family income ($7,421).
Our readers believe in Ebony. They “Together they called
on 13 non-stops in North
trust in its journalistic integrity. For good
Philadelphia . . . They
reason. Our award-winning editorial staff is
picked up six new stops
all-professional: dedicated, competent and for us . .
involved. —Manager,
And the trust our readers have in our Continental Baking Co.
journalism spills over to a belief in the ads Norristown, Pa.
we run. “Through the efforts of
Read Ebony and see for yourself. Then your merchandising-
Our salesmen are supremely knowledgeable of the perhaps you'll agree with L. J. Evans, Presi¬ man, we succeeded in
Black consumer market, and can offer insights dent of the Grumman Corporation: placing our Adam Hats
that might have escaped the manufacturer himself. “I am opening my own subscription to into a sizeable number of
Ebony in order to get a broader view of all new outlets.”
markets, and have a great rapport with big- —Vice President,
America. From time to time, I have noticed
volume, downtown retailers, your whole¬ Adam Hats, Inc.
in The New York Times, the cogent text of
salers and distributors. On our editorial content—
your page advertisements. In the future those
They help restock shelves, arrange for "I hate been reading
advertisements will have more significance
product demonstrations, check competitors’ Ebony for five or six
brand facings, schedule that hard-to-get floor to me.” years.
space, and set up P.O.P. materials. They’ll For further information, please call: (New York) “There is no publication
even recruit and supervise additional per¬ William P. Grayson, Exec. V.P., 1270 Avenue of I know of which so dra¬
sonnel for door-to-door sampling, in-store the Americas, 586-2911. (Chicago) Lincoln Hud¬ matically and yet subtly
give-aways or couponing. son, V.P.,1820 South Michigan Avenue, 225-1000. records the changes that
are taking place in our
Retailers wan t to coopera te because they
nation’s social structure
EBONY_
know the pulling-power of ads in Ebony. as does Ebony. Congrat¬
They know that Ebony readers are the ulations.”
cream of the affluent Black consumer market. — William L. Guy,
The facts: 39.1% of Ebony households 4.2 million smart people do their shopping. Governor of North Dakota
Ebony tells what it does to help its advertisers get retail support.
232 has been helped by the ability of the manufacturer’s salesmen to present the
Medta advertising to a store and show the buyer the advantage of building his
merchandising efforts around it.
Merchandising services vary from magazine to magazine; their scope
depends also upon the size of the advertiser’s schedule.
Farm Magazines
We have a farm population of about ten million people who have their
own special magazines and other, periodicals. These may be classified as
general farm magazines, regional farm magazines, and vocational farm
magazines. Because a good number of the larger magazines have geographical
and demographic splits, these classifications overlap.
Trends in Magazines
The left side of this magazine ad was in black and white, the right side in full
color, giving the entire advertisement an impressive appearance. Magazines give an
advertiser an opportunity to tell a story that can be read fully at leisure.
234
The vacuum test:
Wool and acrylic carpets were laidf at a cafeteria entrance for 3 months and walked
on by 48,000 people. The samples were alternated every day and vacuumed every
day. On the last day of the test an electron microscope studied the carpets.
VACUUMtD
A
wool carpet
cleans better.
By test.
Ours.
And yours.
Result: Before vacuuming less dirt ad¬ vacuuming, wool had shed dirt more. Which carpet cleans better, wool or
hered to the wool fiber—with its scale¬ Conclusion: Wool's scaly fiber tends acrylic? Wool’s the one. The winner twice
like surface—than to the acrylic. After to reject dirt. Wool cleans better. over. Rejects dirt better. Cleans better.
And looks newer longer.
We’ve proved it in test situations and
you’ll prove it at home. Every time you
vacuum your wool carpet or shampoo it.
The shampoo test: And all the credit goes to the scaly
wool fiber. Hedged all around by hard
Wool and acrylic carpets were laid on the floor and shampooed after every 20,000
shingles very much like the shingles on
steps until 1 00,000 footsteps had been recorded—the equivalent of 2 to 3 years' wear
your roof, wool’s uncopyable structure
in an average home. Photographs show how wear changed the color of the carpets.
is the real reason a wool carpet does not
attract and hold dirt.
To sum up. Acrylic carpeting gets dirtier
faster than wool. And wool gets cleaner
easier by the two methods you use in
your own home.
Wool. It’s got life. And it looks if.
Result: After the first shampooing, the to five times more than the wool—and
wool had shed soil about 4 times better kept collecting soil faster than wool after
than the acrylic... its color was still bright. each subsequent shampooing.
As the heavy traffic on both carpets con¬
tinued, the acrylic carpet soiled from four
Conclusion: Wool carpet stays newer
looking than acrylic. Wool cleans better.
Wool. It’s got life.
23-5
While these magazines were going through terminal pains, other
magazines were flourishing. They had one thing in common: Their editors had
a sharp editorial picture of whom they were trying to reach and a clear editorial
direction as to how to reach such readers. Reader’s Digest—the largest maga¬
zine published in terms of copies sold—stated its editorial goals this way:
Other magazines with sharply defined editorial points of view will continue
to thrive—National Geographic, Playboy, Cosmopolitan, Good Housekeep¬
ing, Time, Sports Illustrated. The age of giants in the magazine field is not
over, except they will be specialized giants. Newer magazines which have a
sharply defined point of view, such as Psychology Today, Money, Ms., will
continue to appear.
A growing category in the magazine field will be "store books”—
volumes containing articles on specific subjects, largely compiled from the
magazines whose names they carry.
There will be greater use of magazines to carry insert and merchandis¬
ing units.
The General Foods magazine study (1971), showed the power of mag¬
azines to deliver a message that people remembered, in comparison to the mis-
identification of television commercials. This may mark a turning point in
restoring to magazines some of the advertising volume which has been going
to television.
The biggest change in the magazine picture may come from cable
television, which promises to have programs targeted to groups with special
interests, affecting even the magazines of special interests; and TV cassettes,
which may represent one more influence to turn people away from reading.
Does the publication reach the type of reader to whom we are trying to sell
our product? How does the distribution of its circulation compare with that
of our product? How was the circulation obtained? What is the cost of reach¬
ing a thousand prospects, not merely the cost per thousand readers?
How do the readers regard the magazine? How thoroughly do they
read it? Will the advertisement be in acceptable company? How important
are merchandising aids, and what is available? If there are gaps in the cover¬
age the magazines supply, it might be time to look at other media.
Other Magazines
Agency:
Friedlich, Fearon &
Strohmeier, Inc.
238
The Sales Idea: "This ad was the focal point of a total marketing effort behind
a Kraft Strawberry Preserves promotion, and was supported
by announcements on the Kraft Music Hall which ended with
a reference to the 70 coupon appearing in magazines. A copy
of the ad and a montage of the magazines were also included
in the TV commercials.
The Result: "Reprints of the ad served as a sales tool for the Kraft sales
force in arranging for features tying in with this promotion.
During the time this program was in effect, Kraft increased
their share of the Strawberry Preserves market by 65%.”
239
something!
The Sales Idea: When Lipton introduced the first complete-with-meat pack¬
aged dinners, they tell us they had to build a market from
scratch. They literally had to establish a whole new concept in
family eating. To do this, they acknowledge, they had to
reach those families most likely to try new and innovative
products—the better-educated, higher-income families.
The Result: 'We had to reach the taste-makers in communities across the
country, and we did. With the introduction of Main Dishes,
Lipton successfully pioneered an entirely new market segment.
Now there is an expanded line of Lipton Main Dishes—rang¬
ing from Beef Stroganoff to new Chicken Supreme with sherry
—in national distribution.”
240
"We sold 50,000 Tuborg drinking horns on an advertising budget of
less than $200,000."
1. What are the major advantages and 4. Explain the difference between pri¬
limitations of magazines for the na¬ mary and pass-along circulation.
tional advertiser? Under what conditions might an ad¬
vertiser be more interested in one or
2. Give a brief definition or explanation
the other?
of:
a. geographical editions
5. What are the major considerations
b. demographic editions
an advertiser should use for selecting
c. bleed pages
a consumer magazine?
d. second cover
e. junior unit 6. Describe the differences among gen¬
f. gatefold eral, regional, and vocational farm
g. primary circulation
magazines.
h. circulation guarantee
3. What is the standard unit of cost on 7. What are some of the chief trends in
which magazines are compared? magazines ?
Reading Suggestions
Barton, Roger, The Handbook of Adver¬ Mott, Frank Luther, A History of Ameri¬
tising Management. New York: can Magazines, three volumes. Cam¬
McGraw-Hill, 1970. bridge, Mass.: Harvard University
Press, 1930-1938.
Ford, James L. C., Magazines for Mil¬ Tebbel, John, "Time to Change Your
lions: The Story of Specialized Publi¬ Page Size," Saturday Review, Octo¬
cations. Carbondale, Ill.: Southern ber 9, 1971, pp. 68-70.
Illinois University Press, 1969-
Wood, James Playstead, Magazines in
Howard, Pamela, "Ms. and the Journal¬ the United States, 3rd edition. New
ism of Women’s Lib," Saturday Re¬ York: The Ronald Press Company,
view, January 8, 1972, pp. 43-45ff. 1971.
/
11
Outdoor Advertising
Transit Advertising
OUTDOOR ADVERTISING
Much of America is on wheels today, going to and from work, shopping
and visiting, touring all parts of the country. In metropolitan areas, 83 percent
of all families own cars; in nonmetropolitan areas, 79 percent own cars. Fifty-
two percent of all families own one car; 25 percent own two cars, and 4 per¬
cent own three or more cars; 1 and as they drive they are greeted by outdoor
advertising.
Outdoor advertising provides the advertiser with the largest colorful display
of his trademark, product, and slogan. It offers the most spectacular use of
lights and animation and color to attract attention.
It is geographically flexible, available in any of 9,000 markets across
the country. An advertiser can reach his market nationally, regionally, or even
in local spots, and in those areas he can reach out for ethnic groups or demo¬
graphic groups. Outdoor advertising offers frequency of impression. Its cost
of appearing before a large audience is therefore low per thousand. It is
widely used in connection with other media.
When we speak here of outdoor advertising, we speak only of that
advertising placed by plant operators organized as an industry to place ad¬
vertising in markets all over the country. We do not speak of the multitude
of signs announcing the businesses along the roads—the bowling alleys and
car washes, motels, discount stores, eating places. The signs of organized
outdoor industry represent only 5 percent of all outdoor signs. In terms of
dollars, however, these members represent a $350-million industry.2
243
244 Limitations and Challenges
Media
Outdoor signs are passed quickly; this is the greatest challenge to create a
design that can tell its story in rapid, crisp form. Not all messages are suited
to such compression. Outdoor advertising reaches a wide audience—a factor
that is an advantage for a product in widespread sale, but is a limitation if the
target of the market is a thin demographic group. Its use is also limited by
zoning laws, but even those living in neighborhoods where its use is not al¬
lowed will be greeted by outdoor signs where allowed on the roads leading
to and from their homes. Although the outdoor industry has done much to
limit the use of outdoor advertising to compatible environments, many people
object to outdoor advertising as a whole.
It takes time to print and post outdoor signs; their use must be
planned well ahead of appearance dates.
The industry is still in the process of getting adequate reach and
frequency reports.
Plant Operators
The basic business unit in the outdoor-advertising industry is the local plant
operator. He studies the traffic flow in his market and seeks suitable outdoor
sign locations along these routes. It may be an empty lot or the side or roof
of a building. As long as the location is exposed to traffic and the zoning law
permits the erection of a sign, the plant operator is interested in it. He leases
from the owner of the property the right to erect an outdoor sign structure
(or he may buy the site itself). He then "sells space to the individual ad¬
vertiser for a period ranging from one month to five years. He is responsible
for physically placing the advertisement on the sign as well as for its lighting
and maintenance.
In large markets, there may be several competitive plant operators,
each offering his own set of locations.
1. Posters
2. Painted bulletins
3. Spectaculars
Posters
Poster sizes. Poster sizes are referred to in terms of sheets. The term
originated in the days when it took 24 of the largest sheets that the presses
could hold to cover a sign 12 by 25 feet. The presses have changed, but the
designation has stuck. Today, all posters are still mounted on a board of that
size, but the actual sizes of the posters themselves are as follows:
POSTER Kimm ■ ^
Standard Poster
Painted Bulletins
For the more important traffic sites, a larger and more elaborate form
of outdoor sign, called a painted bulletin, is used. These structures have a
prefabricated steel facing with a standardized border trim. The advertisement
is painted on the face of the bulletin. In some markets, lithographed sheets
are being used. The proportions of painted bulletins are standard, even
though actual sizes may vary. The most common size for bulletins is 14 by
48 feet.
* In 1973, the GRP began replacing the showing. One outdoor GRP represents the
number of boards that in one day provides exposure equivalent to 100% of the market population.
247
OUTDOOR ADVERTISING UNITS
47'<
48'
mioms
mm
jJJEJELJp m '
, |r. TT j |
fib . 1 ' ■J|f|| y. 1 *
[ 2J *8 J||jj P; m
I ^
Painted Bulletin
with Special Construction
Note the
simplicity of the
message.
when you’re
having more
than one
Courtesy, Foster
and Kleiser
A painted poster with a specially con¬
structed louvre, which turns to show
another illustration.
This sign uses brilliant animated illumination to catch the eyes of passers-by.
252 Shopping-center Panels
Media
—To publish circulation data that can be used for planning of outdoor
advertising campaigns, market by market.
—To reflect circulation that can be delivered.
—To obtain data that over the years can be used for trend information.
—To detail the audited information in its simplest form, so that the
information may apply to what the advertiser or agency desires to
buy and what the plant operator offers to sell.
—To report information only for markets and companies audited. In
markets where some companies do not audit, lack of audit will
be reported.
—To distribute the Plant Operator’s Statement of effective circulations
in a manner similar to that of ABC and BPA statements—to sup¬
porting advertisers and agencies.
In buying a poster showing, the outdoor space buyer will ride through the
area with a plant operator or his representative, to examine the sites included
in a showing. He may suggest one or two alternative choices, but on the
whole he buys the preplanned package of locations designated by the plant
owner as a showing.
Poster Rate List
OUTDOOR RATES AND MARKETS Indiana
COVERAGE d CROSS Note the
EFF. “ POSTERS COST 1 REF.
MAKRtl-LAJUINI T POP. difference in the
PLANT DATE
# slON
f ILL. ILL.
PER
MONTH
s
c
NO.
number of posters
0255.0 EVANSVILLE VANDERBURGH 145.0 01-01-0 100 10 1* 1680.00 C 0690 in a showing.
75 7 11 1305,00 C)
(090)
50 5 7 930.00 3 Compare the
25 2 4 495.00 3
showings in
248.6 01-01-0 100 20 20 2570.00 3
0255.0 EVANSVILLE (HEATER METRO MKT IND”K 10 1490.00 3 Evansville and
(090)POSEY VANDERBURGH WARRICK 50 12
IND HENDERSON KY Fort Wayne.
7.6 05-01-0 100 8 336.00 3
7945.2 EVANSVILLE SUBURBAN'MKT 50 4 168.00 3
(090) GIBSON
POSEY
WARRICK
grant 3.1 01-01-1 100 2 90.00 3 1355
9142.4 fairmount
50 1 45.00 3
(018)
SULLIVAN 1*0 01-01-0 100 1 36.00
8 2^0* 2 farmersburg
(104)
RANDOLPH 1.1 01-01-9 100 1 42.00 D 2425
4575,0 farmland
(041)
DUBOIS 1.4 01-01-9 100 1 40.00
4715.0 FERDINAND
(090)
MADISON .1 oi-oi-i 100 1 45.00 D 0040
9162.Q fishersburg
(018)
1.7 01-01-1 100 1 48.00
5615.2 FLORA CARROLL
(018)
GIBSON 2*0 oi-ci-o 100 1 42.00 D
7965.2 FORT BRANCH
(090)
HANCOCK 2.2 Ol-Ol-l 100 1 45.00 D 0040
9162.0 fortville
(016)
249.1 01-01-0 100 7 15 1430.00 0747
0965.0 SORT WAYNE MKT ALLEN
75 5 12 1105.00
(089) 4 10 910.00
50
2 D
oo
oo
oo
5C 3 1
(018)
MADISON l.<» 01-01-1 IOC 1 45.00 D 0040
9162. C frankton
(018)
2• 01 — 01 — c IOC 3 126.00 D
3825.2 french lick-west BADEN 5C 2 84.00 D
(038) ORANGE
Inspecting the outdoor sign. When the outdoor signs are up, the
agency is notified. A man from the outdoor department will inspect the signs
(called riding a showing) to make sure that all boards are in proper working
order. The boards will then again be inspected regularly to make sure the
traffic flow has not changed, that no obstruction—such as the foliage of a tree
—or new construction, impedes the view of the sign, and, in the case of posters,
to make sure that the posters are not peeling, and that all flashing and lighting
arrangements are working properly.4
Just what may be involved in an inspection of outdoor signs was re¬
vealed by Richard Briggs, who handled the outdoor-advertising account of
Old Charter Bourbon at the McCann-Erickson agency :
4 Many agencies work through the National Outdoor Advertising Bureau (NOAB),
a cooperative outdoor-advertising facility, which handles the mechanics of ordering and in¬
specting the boards of its members.
5 Report of Richard L. Briggs, Media Decisions, August 1971, p. 62.
IS} fcw*
A Traffic-Flow Map
—Type of traffic—the slower the better. Is it all auto, or is it also 257
Outdoor
pedestrian, bus, or a combination of these? Is the traffic toward Advertising,
the location or away from it, as on a one-way street? Transit
Advertising
—Characteristics of placement—angled, parallel to line of traffic, or
head-on. Angled is easily seen as cars approach in one direction;
parallel can be viewed by traffic traveling in both directions, but
better by people sitting in the car at the near side; head-on is
viewed by traffic approaching a location on the outside of a
curve or where traffic makes a sharp turn.
—Immediate surroundings—Is it close to a shopping center? What
competition from surrounding signs? Is it by a traffic light? Red
lights give people more chance to read the sign.
—Size and physical attractiveness of the bulletin.
—Price—an area of comparative values and negotiation.
Outdoor advertising has been severely criticized by those who feel that natural
scenery was made to be enjoyed by the public and not to act as a backdrop
for advertising. The organized outdoor plant owners had long been with-
258 drawing such signs, and concentrating their placements in the business and
Media
shopping centers, where permitted by zoning.
In 1965, Congress passed a Highway Beautification Act, in connec¬
tion with the many highways being built with federal assistance. This law
banned the erection of outdoor signs within 650 feet of the right-of-way of a
highway built with such funds, but permitted such signs within that area if
it is locally zoned for business and industrial use. If this law is not enforced
by the state governments, their federal highway subsidies are withheld. The
result has been not only a reduction in the number of signs which had al¬
ready been built along Federally financed highways—the big interstate roads
—but the prevention of the erection of these signs on interstate roads built
since the law went into effect.
6 See p. 121.
TRANSIT ADVERTISING
The term transit advertising embraces all the advertising carried by buses,
subways, and streetcars, as well as in their stations, on their platforms, and in
their terminals. It includes advertising in commuter trains and stations, and on
their platforms. The signs and displays at air terminals, too, are a part of transit
advertising.
Transit advertising is a rapidly growing medium, having risen from
$22 million in I960 to $35 million in 1969—a gain of over 60 percent.7
Of all transit advertising, 42 percent is national, 58 percent local.
Among the long-time national users of transit advertising are Procter &
Gamble (47 years), Best Foods (45 years), and American Home Products
(25 years). Chiefly responsible for the growth of the medium in recent years
is the extensive use of the outsides of buses, the development of better
displays, and the standardization of industry practices (only in recent
years has the Standard Rate & Data Service included transit advertising in its
reports). Also helpful in the use of the medium have been research findings
about the effectiveness of transit advertising in the total advertising plans.
Bus advertising represents two separate media—that on the inside
(also called car card advertising or interior advertising), and that on the out¬
side (called exterior advertising). Each offers its own dimensions and values
to the advertiser. Interior transit advertising represents 22 percent of the total
transit dollar volume; exterior transit advertising represents 78 percent.
More than 40 million people per month ride in public transit vehicles
in the United States. In markets of over one million, 46 percent of all white-
collar workers and 50 percent of all blue-collar workers, 31 percent of all
adults with $10,000 or more annual income, and 24 percent of all adults in
households of two or more automobiles travel in public vehicles. This is
aside from the teenagers and other children who ride to and from school
regularly. The average length of the ride is 22 minutes, and the average
rider takes 24 rides a month.8
259
260 This regular mass movement of people in public transit vehicles pro¬
Media
vides the following advertising opportunities:
8,138,000 WOMEN
14,223,000
72.1%
71.3%
OF MONTHLY TOTAL
OF MONTHLY TOTAL
OF MONTHLY TOTAL
—Transit advertising does not reach that large segment of the popu¬
lation that does not travel on public transportation. This number
varies with the community.
—It reaches a wide nonselective audience, which may meet the needs
of some advertisers, but not of those seeking a sharply defined
market.
—Most travel is in the peak morning and evening rush hours. The
crowded buses at those peak hours limit the opportunity and ease
of reading.
Circulation
Standard Sizes
Special Effects
A Side-Position Car
Card
0rown*ln-Bag
The sizes of space units in most widespread use are the following:
Of those above, the King Size, Traveling Display Size, and Headlights signs
are most widely used.
A handful of lines also offer a Bus-O-Rama sign, a fully colored
backlighted, transparency roof sign, running the length of the bus, 21% by
144% inches.
Space is sold usually by the showing, or by the unit, by the month,
with time discounts at the three- six- and twelve-month levels. Shoiving in
outside bus advertising has a meaning different from that for interior bus
Exterior Bus
266 advertising. It is an arbitrary number of units that the line operator sets. The
Media
usual 100 showing in the largest cities is 400 units. This goes down to 25
units in the smaller cities. Based on this figure, proportionately there are also
75, 50, and 25 showings, which are sometimes called full service, half service,
and quarter service (just to bewilder the beginner, no doubt).
How transit rates are quoted. The rates for the outside of buses are
published in the Standard Rate & Data Service. The rate card covers:
For example, here are how the rates for a King Size Display 30" by 144" are
quoted in different cities:
In most larger cities the cost for a King Size outside poster averages
around $40 per display per month on a 100 showing basis, and $20 to $30 in
smaller ones, subject to lower rates for longer contracts.9
The basic bus represents one of the newer developments in bus ad¬
vertising, whereby one advertiser can buy all the cards inside a bus. He can
Poster space is available on the walls of many bus, subway, and train
stations. Since the passenger has time to read while waiting for his transpor¬
tation, there is opportunity to have more copy on these posters read. Since
suburbanites visit the stations regularly, there is more opportunity for fre¬
quency.
The posters here are of standard sizes, of which the one sheet (30
inches high by 46 inches wide) and the two sheet (60 by 46 inches) are most
common. There is also a three sheet (90 by 46 inches).
The New York subways—the largest users of station posters—are
reducing the number of one-sheet posters, replacing them with a fewer num¬
ber of two-sheet posters, reducing the clutter, and improving the quality of
the frames. This wider two-sheet poster permits the adaptation of art work
from television and magazine advertising, providing continuity to the adver¬
tising.
The Basic Bus
Displays in Grand Central
Station in New York City
In I960, $22 million was spent in transit advertising. In 1969, the figure
was $35 million, an increase of 61 percent.10 During this time, the industry
268
established a firm base for figuring circulation and attained continuing recog¬ 269
Outdoor
nition as a standard advertising medium by its special section of the Standard Advertising,
Rate & Data Service. Transit
Advertising
The basic bus made its appearance. The full use of the interior and
exterior of a bus by an advertiser will become increasingly popular.
New transit systems, like the BART (Bay Area Rapid Transit) sys¬
tem in San Francisco and the Washington, D.C., subway system, will increase
the total audience exposed to transit advertising, as will the increase in riders
on the present public transportation routes. There is increasing pressure on the
government to put more funds into mass transportation efforts.
Continued progress will be made to give the advertiser more definitive
information about the effectiveness of transit advertising in delivering its
messages to riders.
Ther£ will be an increase in the use of transit advertising in connec¬
tion with other media being used within a market.
Review uestions
1. What are the major advantages and 7. Discuss the three main copy con¬
limitations of outdoor advertising? siderations involved in developing
outdoor advertising.
2. What is meant by:
8. What is a full showing, and a half
a. 24-sheet poster
showing, in interior bus advertising?
b. #100 showing (outdoor)
c. rotary plan 9. What are the major advantages and
d. plant owner limitations of transit advertising?
e. riding a showing
10. Define interior and exterior transit
3. Identify the three main forms of advertising, and describe their rela¬
outdoor advertising and describe tive share of transit advertising vol¬
their distinguishing characteristics. ume.
4. How did the 24-sheet poster get 11. How is interior transit advertising
its name? What is its size? circulation computed?
Reading Suggestions
Barton, Roger, The Handbook of Ad¬ Litka, Michael P., "Aesthetic Standards
vertising Management. New York: and the Regulation of Outdoor Ad¬
McGraw-Hill, 1970. vertising,” Business Perspectives, Fall
Houck, John, ed., Outdoor Advertising: 1968, pp. 17-21.
History and Regulation. Notre Dame, Media Decisions, "Outdoor: It’s Full
Ind.: University of Notre Dame Press, of Surprises," September 1970, p. 40.
1969.
12
Supplementary Media
Advertising Specialties
270
Examples of Specialties
524-8000
&USTON
nKO'ITfc
%t*x<*to<**
*Km* fW
272 Forms of Specialties
Media
Calendars. One of the oldest and most widely used forms of spe¬
cialty is the calendar, and we give them this special mention. Gaw reports
surveys showing that 75 percent of all calendars produced are kept by the re¬
cipients. One firm, making a special study, found 87 percent of the homes to
which it had distributed the calendar had kept them on the walls. One com¬
pany, which had distributed 250 calendars with a reorder page attached to
each, received 248 unsolicited requests for calendars the following year.3
Perhaps the quickest way to get an insight into the effective use of
specialties is to cite some cases from the group of prize winners at an annual
competition of the Specialty Advertising Association: 2
Sunscreen
STOCKS THE $un
NOT THE mw
•• <•
mmW®m
217
Films Supplementary
Media
Many companies use films to good advantage in getting different aspects of
their story to various markets.
We have films sponsored by advertisers that are of sufficient interest
to be run as shorts between features at movie houses; these are called theatrical
films. We have other films designed to be shown before selected groups; these
are broadly referred to as sponsored films. If prepared to be shown before
business, technical, or professional groups, they are called business films.
Theatrical Films
Sponsored Films
co
are seeing such films as these (promoted, serviced and distributed by Association Films):
O'
m co
co CM
10 o
00 ’”1
00 !>•
CO CD
•QO y
■§o -2-a
c c
CO
o
c £ £
3 £ £
o CO co
U _ OC
o> m
>> cs o
i-. . in m
o in
■3 c CO CO ”1 00
Q -2 in oc <n cn
— 3 CO CO
r r° “5 ai co q3
■00 y 'Qfl S
2 -£ C C c c
VP <*>
CO >3
2 $ 2 -2
o *o
•§
w
5
CO Is «
£ 5 £ £
£ £ £ £
CO CO co co
O 0)
'£ >
3"
THE VIEWING MILLIONS”
O O CM
G\ O
Ov VO 3-
CN VO
O l> 00 10
in CO Oc
c:
00 ov rC 3- »•„
0
r—H (N CO
CO
CO
-Q 00" CO 0}
CO lO Gv 31) y
Vh oi
*00 u £ c
co c C in CD
.g O * £
* H o ^
Q 3
0 *S <D -C 3
-c 3 co
0 co -Vj
eg co •s
3
T3
O s S
eg
0
£
CD
s s
VO vo
0
"a!
>.
c CO
CO u
a eg
CD
£ >> CD
0 00
ro t>
O 0
i-H 00'
+-» c
CO Oc
’3 •2 in
u '♦.4
3 CN »-H
>Q
■0 co ij
0) ej
-*-» co 3 3
c •2
Q §
p O *S
*3 3
y 0 co eg
O
w £ £
C .0
O £ £ £
a <D VO CO
co a.
10
ci
u
c3
<L>
-a
%/ H 1
%/
oa
Z
This film is typical of 150,000 other sponsored business films—for example, 279
Supplementary
Athletic Injuries—Their Prevention and Care, issued by the Kendall Com¬ Media
pany; Beauty in the Making, issued by Avon Products; and Jet Freighters
Move at Night, issued by American Airlines—that are free for group showing.
Such films are known as sponsored films (as distinguished from the theatrical
films previously discussed). They are also called business films.
The essence of a good sponsored film is that it be educational and
otherwise interesting, that it not attempt to compete with films that just enter¬
tain, nor, on the other hand, rely on merely a "trip through the factory."
Videotape audience
This consists primarily of high schools, colleges, business organiza¬
tions, medical groups that have access to video playback machines.4
The charges for distributing films are a fixed fee per booking or
showing. The initial cost of a film is high, not only in direct expense, but in
the time it takes to go through the meetings with different company officials
to clear all technical and policy questions. Furthermore, films are for firms
that wish to venture with a part of their budget on paths other than the
straight dollar competition in the mass media. Films can be a valuable supple¬
mentary medium.
Programs
Advertisers may reach target audiences for their product through the pro¬
grams of the events they attend—sports events, plays, concerts, the opera.
In addition to the media discussed here, there are other forms of communica¬
tion—shopping bags, shirt boards, movable lighted signs projected on the
sides of buildings, textbook covers and ads inside notebooks, skywriting, and
whatever other ways the ingenuity of man develops for delivering an adver¬
tising message. The important points to keep in mind at all times about the
media are that their use should begin with a plan; yardsticks should be estab¬
lished for determining the value of any of them; steps should be taken to
assure receiving the circulation, distribution, or audience for which one is
paying; goals should be established as to what is expected, and procedures
should be established for appraising the results.
Review Questions
Reading Suggestions
Anny, "A Premium User’s Nightmare,” Herpel, George L., and R. A. Collins,
May 10, 1968. Also in Kleppner and Specialty Advertising in Marketing.
Settel, Exploring Advertising, p. 258. Homewood, Ill., Dow Jones-Irwin,
Gaw, Walter A., Specialty Advertising, 1972.
2nd edition. Chicago: Specialty Ad¬
vertising Association, 1970.
»
'
■
IV
CREATING
THE ADVERTISING
’
'
13
The Behavioral Sciences
in Advertising
The decision of someone to buy a product is the end effect of many influences.
Some of these may reach back to his cultural heritage (as might his food
preferences). The study of Jinan’s pi Rural heritage is the province of the
ant hr o polo gist. A man’s decision may have been shaped by ' the right thing
to do” among his friends (see how alike they are in dress). The^study_ofjmaji
as part of a group is the field of the sociologist. A man s action may be a
direct result of his own goals and desires (as in buying a particular car). Man s
reaction to his drives is the psychologist’s zone of study. These disciplines often
overlap, but they are all part of the behavioral sciences. The field of consumer
behavior represents the coming together of all the behavioral sciences in the
study of how and why we buy as we do. In addition to reviewing the con-
285
286 tributions of these disciplines, we shall look at some other approaches to
Creating
understanding and explaining consumer behavior. We do not presume to
the
Advertising offer a comprehensive survey of the behavioral sciences, nor do we venture
to join a discussion as to where to draw lines among them. We merely touch
upon some highlights of these fields to show their relevance and usefulness
to advertising.
When one says "anthropology,” the first thing that comes to most people’s
minds is the study of primitive societies. But anthropologists study the cultures
of all societies, and from their work they have found certain needs and activi¬
ties that are common to man wherever he is. One such list includes 73 items,
among them bodily adornment, cooking. courtshipr-^oed-Taboos. gift giving,
language, marriage- statns1 sev and i Each society attaches its own
values and traditions to such considerations. In some societies, to this day the
marriages are arranged by parents.
V" The anthropologist sees the United States as a pluralistic society made
up of an array of subcultures, each representing a different way a group of
people live and the values, customs, and traditions its members have in com¬
mon. That some 500 radio stations broadcast programs in 50 languages bears
witness to the strength of cultural identification in the United States. Every
man is born into a society and is taught its culture. It has a permanent influ¬
ence on him, even if he moves into another culture.
* Anthropologists make major contributions to advertising through
their study of the distinctive living patterns of cultural groups and subgroups.
Ethnic, religious, and racial subgroups all have their identities. These can
affect food preferences, language, customs, styles of dress, roles of men and
women—all of which may in turn affect the advertiser.
A major exploration of comparative household expenditures by black
and white families showed some distinct differences, amounting to 6.6 percent
of all spending. For example, black families spent more on clothing, personal-
care products, household furnishings, and alcoholic beverages than did whites.
The pattern suggested by the researchers was that black families spend more
than do comparable white families on maintaining appearances and immediate
gratification.1 2
Some ethnic groups prefer highly spiced foods (like Polish or Italian
sausage) or distinctively flavored foods (such as Louisianan chicory-flavored
Bolla does.
IBS m
Gift Selection
2 bottles each of Soave and Bardolino, 1 each Vaipolicella and Rose
Anthropology in Advertising
289
290 Society’s changing values. Another example of how society’s chang¬
Creating
the
ing values and cultural norms can affect advertising is our attitude toward
Advertising debt, important to firms selling products with large price tags and to companies
making Jpans to consumers.
For many years after the depression of the 1930’s, most Americans
believed that personal debt for product purchases was something to work one’s
way out of, that to pay off one’s installment bills and to be free of debt was
an important goal. The only long-term debt viewed as "normal” was a home
mortgage. This attitude toward debt persists in the seventies with many
families. However, many other families, particularly among younger Ameri¬
cans, look upon such debt differently. For them, installment debt has become
part of their way of life—not just for home mortgages, but for cars, appli¬
ances, home furnishings, vacations, and the like. (An interesting reflection of
the traditional attitude is linguistic: the German word for debt is the same as
that for "guilt”!) Household Finance Company tries to link its advertising for
consumer-loan services to the older tradition: "Never borrow needlessly” is
part of their basic message.
s»Ji*»
with a young view of things! Livelier
people with a liking for Pepsi Cola.
Famous regular Pepsi-with the bold,
clean taste and energy to liven your
pace. Or new Diet Pepsi-with that same
honest-to-Pepsi taste and less than a
calorie a bottle.The Pepsi generation?
It’s a whole lot of people like you!
IF DIET PEPSI IS NOT AVAILABLE IN YOUR AREA, IT WILL BE SOON '
u ii
Sociology in Advertising
Innovators. There are people who like to be among the first to try
new products and services. They represent a good source of sales at the critical
early stage of a product’s existence. In addition, many of them, but not all,
may help to spread the word about the product. Every advertiser of a new
product would like to identify and reach such people.
Extensive research has been done on the ways people learn about
new products and accept them. Rogers divided them into five groups, differing
in the point of time at which they accepted a product.
Make your husband glad he’s yours. Be the only wife on your block
to make a beautiful whole wheat bread loaf. . . . Let him brag
about you.
The same kind of advertising approach is used for much more expensive
products: American Airlines’ advertisement for its four-week Pacific Islands
tour ($1,185 plus air fare) called the consumer’s attention to "the last great
area to explore. Before everybody else does."
get to the snowplow?” (All testimonials fall under the Federal Trade Com¬
mission rulings, as described in our legal chapter later in the book.)
One of the most effective tire advertisements in recent times showed a woman
on a lonely road gazing forlornly at the flat tire on her car. "When there’s
no man around, Goodyear should be,” said the caption of the advertisement,
which went on to say:
A psychologist could explain why the advertisement did so well. First, there
was a sense of s'elf-identification by women readers with the woman in the
advertisement; a woman could easily picture herself in such a predicament.
Second, there was a clear understanding of the woman’s feelings and motiva¬
tion—the desire to avoid danger. A man reading the advertisement could
see his wife or daughter in that predicament, so that he, too, is compelled to
identify with it. It makes him aware of his responsibility toward them; he is
motivated by his desire to protect those he loves. These interpretations repre¬
sent insights that advertising has gained from psychology. In fact, the language
of psychology has become a part of the advertising man’s vocabulary—-self-
identification and motivation, status symbol, ego-involvement, self-image,
appeals.
Trevira’
makes it easy
Hoechst Fibers Incorporated, 4S5 Lexington Avenue. N.V. 10017, Licensee ol the Internationally Registered TV
for the reason he made a specific purchase, he will give an explanation that 299
The
will make him sound like a thoughtful, rational man. The real reason may be Behavioral
different. A middle-aged man will say he bought a car because he likes its Sciences in
Advertising
looks; the real reason may be that he likes the youthful way it makes him look.
A woman will buy a dress because, she says, she needs it; perhaps she really
bought it because she felt she needed a "lift.” A man may say he does not
like tea because of the taste; his real reason may be that he regards it as a
"sissy” drink.
A product may mean different things to different people. Take the
matter of a shampoo for men. Dichter reports that there are three major atti¬
tudes of men toward shampoos. First, there are men who might be described
as masculine rebels. Shampoo has such feminine associations for these men
that they will not use it; they wash their hair with bar soap. Second, there are
the resentful conformists. Such a man washes his hair with whatever brand
of shampoo his wife uses, but he feels vaguely—or in some cases, acutely—
uncomfortable about it. Third, there are the secure males. By and large, their
selection of a shampoo is determined on the basis of practical considerations
rather than psychological needs. "They are likely to use whatever is handy, as
long as it will do the job quickly and thoroughly.” 15
Tietjen cites examples of the extremes in the beneath-the-surface atti¬
tudes of different people toward the same product: 16
Housecleaning Products
“Involved Housekeeper” “Functional Housekeeper”
Buys products to help her—she is Buys products to do the work for her
doing the cleaning and enjoys it. —she seeks the quick and easy way
to do the job.
Foods
“Devoted Cook” “Casual Cook”
Buys house for long-range habitation Buys a house for short-term use—
and is constantly changing and im- makes few, if any, improvements,
proving it. moves on when family increases or
decreases.
Consumer Life-styles
Each of the behavioral sciences we have touched upon has its own contribu¬
tions to offer. They can also work in combination, as is the case in the study of
"consumer life-styles.” Life-style is the term for the "distinctive or character¬
istic mode of living ... of a whole society or segment thereof.” 18 Adver¬
tisers are interested in life-styles as they reflect the ways individuals see them¬
selves and their living patterns. Life-style research is very much linked to social
trends, and how people fit themselves into them. The future of virtually any
consumer product is affected by one or more of these trends. They can also
affect the direction and tone of advertising.
An older married couple whose children are grown move from their
big home to a smaller, brand-new apartment. With fewer home re¬
pairs, with more labor-saving appliances, they have more time and
money for leisure pursuits. Their efforts at "life simplification’’ are
- relevant to marketers of such products as home appliances, prepared
and frozen foods, and travel.
A diamond is forever.
302
For only $ 168*a week'you Everything but the bar and A bank president and bank
can lay aside the things that boutique is absolutely free; teller, without the usual wail of
clutter your life You re at Club The sailing, tennis, scuba div¬ pinstripe between them, make
M editerr a nee/M art i n i q u e. ing, picnics, water siding, yoga, real contact. Human being to
Friendships form quickly. Last snorkelsng spearfishing, danc¬ human being.
names, job titles and related ing, three French meals every Sometimes, one of the most
trivia couldn’t matter less day, and the free-flowing wine fascinating people you meet
You live all day in a bathing with lunch and dinner. here is someone you’ve been
The suit. At night, you need only Best of all. the whole atmos¬ too busy to get in touch with at
wear a bit of super-casual phere is free, and the people home.
"Live Today’’ are free with each other, Yourself.
finery-Ties and jackets, never r'sl. Air fare not tncmded.
Life-style %■ U5B i-Q a depending on season tsughfiy higher Cttfigmt*«ngNew >
303
304 Dramatically different life-styles are reflected in the two accompanying
Creating advertisements appealing to young, single people. One (the De Beers diamond
the
Advertising ad) is still oriented to the traditional pattern of finding the ideal mate and a
happy marriage. Although the couple is pictured with the hairstyles and
rather informal attire of the seventies, the text evokes the traditional life pat¬
tern: "He lives with his parents and I live with mine. And so to be alone to
talk, to dream, to scheme, we take aimless drives to no place special. Then
he said 'isn’t it time we stopped driving nowhere and started our lives going
somewhere.’ And I said, yes.
How different an orientation to life from the advertisement in be¬
half of Club Mediterranee, a vacation resort emphasizing an informal, anti¬
status, manner of living. "Last names, job titles and related trivia couldn t
matter less. . . . Ties and jackets, never . . . the whole atmosphere is free,
and the people are free with each other ... We impress each other with
each other.’’
The difference between the two ads is not mere advertising technique;
it is in the life-styles pictured.
These items were cited not to suggest that changes are unimportant.
Rather, to point to the importance of watching change.
21 Grey Matter, published by Grey Advertising Agency, New York, June 1972.
Models of Consumer Behavior 305
The
Behavioral
Those who have studied how the human mind works in making buying de¬ Sciences in
Advertising
cisions have long sought to identify a single predominant factor that explains
buying behavior. So far, however, no one pattern has been found that can be
applied to all—or even most—buying situations. But many of these schools
of thought have ideas to contribute to our understanding of the workings of
the consumer mind as it "processes” ideas and information about products
in the course of making buying decisions. These approaches to how the con¬
sumer’s mind works are often called "models” of consumer behavior. Kotler
has conveniently classified them into the following five categories: 22
Understanding People—
a Continuing Study for Advertising
Method
The findings in the study were based on over 350 psychological depth inter¬
views with men and women of all social classes. The research question was
basically, "Why do people do this?” rather than, "How many do this?”
Typical quotations revealing fundamental attitudes toward beer and beer ad¬
vertising are cited in the report summary.
Social Class
This study accepts the concepts of social class in America developed by Dr.
Lloyd Warner, based on studies of typical American communities. Social
classes are not economic classes. Social status is determined by education, fam¬
ily background, type of occupation, type of home, and neighborhood, not just
amount of income.
The two major social-class groupings important to the advertiser are
the Upper-Middle and Upper classes (15% of the population—the quality
market), and the Middle Majority (65% of the population—the mass
market)....
With most products, the upper middles react most positively to adver¬
tising that caters to their higher-status positions in society—which indicates
through sophisticated language, prestige objects, and well-to-do settings that
the advertiser feels that those who appreciate the finer things of life will use
his product. In terms of copy and layout, they prefer ads that are reserved, do
24 Material is based on a study for the Chicago Tribune by Social Research, Inc.
Courtesy Social Research, Inc.
308 not make extravagant claims, and are often playful in their treatment of the
Creating
product.
the
Advertising The middle majority, on the other hand, often react quite negatively
to advertising that appeals to the upper middles. They feel that such adver¬
tising is too high-flown, and they prefer advertising that is realistic in terms
of settings and people, that sticks to practical details. They react most posi¬
tively to advertising catering to their needs and interests, giving them informa¬
tion of use, and showing respect for the common man.
There is no real proof that middle-majority families fall all over
themselves to imitate high society. Some scientists have said that the greatest
single motivation for an American is fear of being different from his own
class.
By far the largest group of beer drinkers is in the middle majority,
and the middle majority consumes the largest amount of beer per capita as
well.
Highlights
Up and down the social ladder, we find beer a ivell-liked drink. People have
clear attitudes toward beer and its uses. They know what they want from beer;
they get basic social and psychological satisfactions in drinking it.
Bor most people, there is "my brand," "the brand that let me down,"
and "all those others." And people describe their favorite beer(s) with all the
good words advertisers have taught them to apply to what a beer should be.
With bad words, they describe the beer that let them down—e.g., the beer
they were drinking "that time the party was no fun." People usually know
three or four good and bad beers; all the rest are just beers. Beer drinkers
generally stick to a brand for an extended period; few people will drink any
kind.
310 Generally speaking, many people feel that nationally advertised brands
Creating are more trustworthy than brands with less advertising or less extensive dis¬
the
Advertising tribution. A large majority of the people do not believe beers from one city
are better than those from another. ("Just because it’s from Milwaukee doesn t
make it a good beer.’’) Most people are quite willing to accept a less well-
known beer once they’ve tasted it.
The consumer rationalizes his reasons for preferring a brand. There
is no general consumer agreement as to the meaning of terms used to describe
beer. The terms used to justify brand preferences are actually the emotional
symbols expressing pleasure in beer drinking. The same positive admiring
characteristics are applied to different beers that middle-majority people like,
and common negative descriptions are applied to those they do not like.
—People do not believe it; they believe the endorsers are ' insincere.
—The situation is usually impersonal; it has few connotations of a
friendly relation.
—Many of the figures chosen are not meaningful to the audience,
such as theater stars only vaguely known to the middle majority,
or sports stars who people believe should not endorse beer be¬
cause they’re in training and heroes to the young. ( Those big
shots don’t drink beer; you can’t kid me.’’)
Review Questions
The Appeal
314
For example, the National Oil Fuel Institute planned a campaign to 313
The Search
urge householders who were not using oil heating to convert their heating for the
system to oil fuel. It listed 11 different appeals to the homeowner which Appeal
might persuade him to choose oil heat over any other forms, as follows:
Comfort Cleanliness
Convenience Dependability
The question arose as to which of these advantages meant the most to home-
owners, for obviously it would be better to dwell on that one subject than on
less significant ones. A research revealed that one stood out Adequate hot
water. A whole campaign was successfully built on that theme as shown in
the opposite ad.
In the case of a watch, the appeals might be:
Similar lists can be made for any product, if you look at it through
the eyes of the prospective buyer. For example, take a checking account. To a
bank, a checking account is a specific kind of financial arrangement. But to a
customer, a checking account can represent:
Safety
Convenience
—of paying bills
—of keeping records
—of transferring funds
Accuracy
Status
Availability of funds instantly
Any of these, or some combination of them, may serve as effective bases for
appeals by banks to increase checking account customers. Similarly numerous
appeals may be made for any product. In this chapter we discuss how to ar¬
rive at that appeal which is most significant for a given product at a given
time.
How many times do you
have to run out of hot water
before you
switch to Oil heat?
We don't know what kind of heating system family can use it up. is pretty important to him. That’s why fie
you have now. But if it isn’t dependable Oil heat, That in itself should be a good enough reason works harder to keep you happy.
chances are you've run out of hot water for heating your house with Oil. But if it takes So why don’t you get in touch with him?
more than once. And it's no fun taking a cold more to convince you, consider this. He’ll be glad to give you the facts.
shower. Or waiting around until the hot water Oil heat is comfortable. It's dependable. And do it soon.
builds up so you can do dishes, or the laundry. It’s safe, it's economical. And it's clean, in fact, Before you run out of hot
That doesn't happen when you heat with there’s no cleaner way to heat your home. water again.
Oil. Why? If you still want one more reason, your Fuel National Oil Fuel Institute,
Because Oil heats water at least three times Oil Dealer should be it. He's a neighbor, in Inc., 60 East 42nd Street,
faster than any other fuel. Faster than your business to serve you, so your family’s comfort New York, N.Y. 10017. YOU CAN DEPEND ON IT
Where does one begin looking for the appeal of a product? Right in the
product itself. The chief appeal of a product may lie in its whole reason for
being (its value goal), such as Calgon’s Cling Free, an anti-static fabric
softener, or Maclean’s toothpaste, the toothpaste that fought its way into a
highly competitive market by being the first advertised brand to be formu¬
lated for brightening teeth, while Close-Up toothpaste was formulated to
emphasize its mouthwash qualities. Or, there is Liquid Gold, which provides
natural oils to dried-out wood paneling and furniture, restoring their surfaces.
318 Sometimes a product has a distinctive characteristic which it must try
Creating
to make more meaningful to consumers. For example, du Pont’s Zerex anti¬
the
Advertising freeze said, "Leaks are the #1 radiator problem, and Zerex stops leaks.”
The built-in uniqueness may be the distinctive capability of a firm
offering a service. For example, at a time when airlines were advertising with
a wide variety of appeals, such as tours with attractive destinations, on-the-
ground curbside check-in service, more comfortable seating, choice meals, in¬
flight entertainment, smiling stewardesses, Pan Am advertised, "Chances are
you choose an airline exactly wrong,” as a way of stressing the importance of
its own differential—its capability and experience in travel planning.
On the other hand, the Dutch government, which owns KLM airlines,
recognized that it could not pretend that Amsterdam had the glamor and
excitement of Paris, London, or Rome. Research by the Ogilvy & Mather
advertising agency showed that Amsterdam was considered to be lacking in
things to do. The resulting advertising program focused on "Surprising
Amsterdam,” listing many specific activities taking place there, and under¬
scoring the pleasant nature of the Dutch people and the high percentage of
them who speak English. This is a good example of the principle: "Sell what
you’ve got.”
The Greyhound advertising reveals another example of a unique
appeal. All intercity buses have competition from the airlines, and to a limited
extent from the railroads. The competition became particularly acute on the
Boston to New York run, because of the airline shuttle service, and the newly
launched high-speed Turbotrain between the two cities. But the one ad¬
vantage the Greyhound buses had was their lower price, and they advertised
the saving as the big reason for going Greyhound. Another example of finding
the appeal in "selling what you’ve got.”
GO GREYHOUND SHUTTLE
Every-hour-on-the-hour, non-stop.
Finding out what the consumer considers most important and attractive about
a product, or least attractive, may help not only in selecting the best appeal to
use, but may also lead to improvements in the product itself—even to a new
product. Research for one of these questions often ends up with answers for
the other. The two main types of such research are: (1) structured, and
(2) unstructured research. Sometimes they are used in connection with each
other.
319
320 Structured Research
Creating
the
Advertising Structured research is designed to get specific answers to specific questions,
presented in the form of a questionnaire. Its great advantage is that everyone
is asked the same questions the same way: by scientifically planning the sample
of people you question, the results can be "quantified”—used as a basis for
advertising to a vast number of people. The limitation is that the questionnaire
may not be asking the right questions. (We will discuss later how this can
be overcome.) Whoever has answered a questionnaire has participated in a
structured research. It is the most widespread form of research.
The principles of sampling are used in many fields, such as when the
doctor draws a small amount of blood from your arm to get a reading on your
overall count of red and white cells, or when you take a sip of wine from a
bottle to judge what the whole bottle is like.
But how many people do you have to reach to get a fair sample of
a big market? is often asked. Statisticians have tables showing the possible
degree of inaccuracy for any given number of people chosen as samples. The
number needed is much smaller than most people would think. The principle
is that after a certain number of responses, all additional responses make only
an insignificant difference in the total result. After a time, it takes a fourfold
increase in the size of the sample to double the accuracy of the result, at a
cost that is hardly worthwhile.
2 "Do Polls Tell the Whole Story?’’ From a copyrighted interview in U.S. News
& World Report, October 5, 1964, p. 53.
Among the disadvantages of a mail questionnaire are these: A major 323
The Search
problem in any mail survey is the question of "representativeness. Are those for the
who respond the same kinds of people as those who do not respond? Mail Appeal
surveys are also limited as to the kind of questions you can ask.
It is always desirable to pre-test a mail questionnaire by sending it
out on a small scale in order to make sure the questions are clear.
OUT
Theme No. 1 The cereal with the natural goodness of whole grains.
Theme No. 2 The different hot cereal for flavor, nutrition, economy.
Theme No. 3 The hot cereal that dares to be different.
Theme No. 4 The satisfying hot cereal for natural nutrition.
Theme No. 5 The natural whole grain cereal with the nut like flavor.
Number of Associations
UNFAVORABLE
Selecting Themes
WTuch of these advertising themes mean most to women in connection with a cereal ?
The above is an analysis of the reactions of mothers. Themes #5 (Score 469) and
#1 (Score 428) proved best. Courtesy, Louis Cheskin Associates
Cablecasting. The newest entrant to the research field is cablecasting, 323
The Search
with two-way communication. A series of research questions can be asked at for the
the local CATV station, and the subscriber can state a choice by pushing a Appeal
Unstructured Research
Unstructured research also uses cartoons which will be shown to a person who
is asked to describe what is going on, or else to complete within a balloon a
sentence in the cartoon. The whole purpose of this approach is to get an in¬
dividual to reveal his real attitude towards the subject being studied without
the influence of the interviewer. The research director of one agency, com¬
menting on the role of such research, stated that some of the subheads and
even headlines have come directly out of the mouth of consumers.
The unstructured technique is used to ask a woman, or a panel of
women, to give their opinion on different products or ideas. They may be
requested to rank them from one to ten, or compare them as "superior,” "in¬
ferior,” and if so why, or "about the same.” Or they may tell in their own
1972, p. 16.
A Projective Cartoon
Designed to get a person to express his own attitudes about fences.
/' \
/ Well, that's what
/ I hear the people \
/ \
{ they said, but I think there '(
{ down the street are thinking | i /
v / v was another reason /
\ of buying a fence /
\
✓✓ ' \\ "'7-'>'..
/ / You're right!
/ i
i Yes! They told me it was ! They're thinking about it J
i /
i because... > \ i
because...
T-
\
7. Is a mutual company.
8. Has agents that sell you the correct amount of insurance for your
needs and resources.
9. Pays high dividends to its policyholders.
10. Gets much of its business from old customers.
All three of the selected characteristics were rated very strongly by policy¬
holders as representing what the Northwestern was like—in fact as a com¬
pany. Second, these three were all characteristics which ^/z-owners very much
did not see the company possessing. Advertising s job was to communicate
believably to non-owners what owners knew to be strengths. Separately, for
owners, the advertising would serve to reinforce the known positive elements
of the company’s image. (The complete report on the campaign which fol¬
lowed is presented in Chapter 23.)
As we have observed, a person may buy a product for many reasons, each
representing a different appeal. We have discussed research methods to find
the most effective appeal for a given product in a given market at a given
time. But first we have to understand the nature of appeals—why people
buy the way they do. This calls for constant observation; this calls for intui¬
tion. Unless a person is willing to sharpen his talents in these directions, re¬
ports are cold statistics, which can lead to costly errors of operation. In the
foregoing Motorola case, although research showed that "service” was way
down the list of importance to the TV set buyer, it was management’s judg¬
ment to develop this feature because competition was not doing so.
We have support for the role of intuition in this scientific age from
Lord Brain, late President of the British Association for the Advancement of
Science, who said,
It is good that we begin our creative work with the "insights, intuitions and
illuminations of which we are possessed, and which "are of value for prac-
tice especially in translating research findings into warm advertisements.
6 Lord Brain, F.R.S., "Science and Behavior,” The Listener, LXXII, No. 1848
(August 27, 1964), p. 294
331
The Search
for the
Appeal
1 Do you have a savings account? (Please answer for your main account, it more than one.)
( )2 no
( )1 yes ( )2 n0 14
If “yes”, what type of account do you have? (Please answer tor your main account, if
more than one.)
19,20,21
____ 22,23,24
( )* yes ( )2 no 25
If you have one or more cards, please check the one you use most often.
Please indicate below ways you have used your bank charge card in the past Year:
333
Are you familar with “reserve credit” type accounts, such as Evergreen, First Check Credit,
Check-Loan, or “The Long Green Line”, which allow you to write a check for more than
your checking account balance, or to “make your own loan” by writing a special check?
5. Please indicate ways you have used your “reserve credit” account during the past year:
Please indicate below features of your “reserve credit” account (and bank charge card, if
you have one) that you like best:
Reserve Charge
Credit Card
37,38
easy to use ( )* ( )*
convenient to carry ( )2 ()2
widely accepted by stores ( )3 ()3
nice for emergencies ( )4 ()4
ability to “write my own loan” ( )5 ()5
low monthly payments ( )6 ()6
overdraft privilege ( )7 ()7
other (please specify below) ( )8 ()8
(please go to question 9)
( )J
lam unfamiliar with the service
( )2
my bank doesn’t offer it 39
( )3
I don’t need it because 1 have a bank charge card
( )4
my application for reserve credit was refused
( )5 I don’t like to borrow
( )6 other (please specify)_ 40
334
8. If you do not have a “reserve credit” account, would the benefits listed below interest you
enough to apply for one?
( )* yes (please check the benefits which interest you most) ) Please
) go to 42
( )2 no ) Question
) 10
9. Would the benefits listed in question 8 interest you enough to switch your “reserve credit”
account to a bank that offered them?
( )1 definitely yes 1 Please check the benefits in question 8 above that interest
( )2 probably yes f you most 43
( )3 maybe
( )4 probably no
Please describe why not- _44
( )5 definitely no j
10. If your bank offered a new service based on a single monthly statement detailing your
checking, savings and credit accounts (which would also enable you to transfer funds
between accounts automatically), would you use this service?
( )! definitely yes
( )2 probably yes 45
( )3 maybe
( )4 probably no Please describe why not-
( )5 definitely no---
_46
Please answer the next few questions for statistical purposes only:
1 2. What is the occupation of the head of the household? Please indicate profession or type of
occupation, not place of employment.-- 48
13. In which age group is the head of the household? (check one)
335
Sodaburst
A case of consumer research for advertising appeals
and product development
(a) Children’s and teen parties and snacks, rather than desserts, were
the occasions seen as most suitable for the product’s use. "Very appropriate”
scores were children’s parties 81 percent, teens’ parties 71 percent, evening
snacks 68 percent, afternoon snacks 54 percent, dessert at lunch 23 percent,
dessert at dinner 19 percent, and serving to adult guests 22 percent.
Separately, housewives also said that they saw the product helping to
promote "family sociability” at snack time. The product was not viewed as a
direct substitute for fountain ice cream sodas because the latter also carried
with it the experience of "going out.”
(b) Young children and teenagers were seen about equally by the
housewives as groups to whom the product would appeal, with ratings of 75
percent and 72 percent respectively in terms of "a great deal” of appeal.
Source: Adapted with permission from Sodaburst (A) and (B) cases in Stephen
A. Greyser, Cases in Advertising and Communications Management (Englewood Cliffs, N.J.:
Prentice-Hall, Inc., 1972).
Adults were not considered a major prospective consuming group, with only 337
The Search
a 29 percent rating. for the
Appeal
(c) Flavor and taste mentions of the product dominated the specific
"likes” expressed by housewives about the product itself. This area was men¬
tioned by 67 percent of the housewives—and by 78 percent of those who
(separately) indicated a "high intent” to buy the product. Within the flavor-
taste areas the two most important particular positives cited were "tastes like
a real ice cream soda” and "good ice cream taste.” Convenience and ease of
preparation were the two areas mentioned next most frequently. In a separate
question, 68 percent of all housewives—and 80 percent of those with high
intent to buy—rated Sodaburst as "very” or "fairly” nutritious.
The basic advertising premise built on the latter point about the new concept
represented by the product: "A real ice cream soda that makes itself at home
in one minute cold.” The initial ads put primary emphasis on the product
being consumed by children with a mother in a "family at snacktime” setting.
Review Questions
Reading Suggestions
We are now at the point of translating the appeal into a printed advertise¬
ment that could, if we desire, provide the theme of an entire campaign. This is
the great moment of complete detachment from all the stereotypes by which
the product has been described in the past; the moment to view it afresh in
terms of a person who asks, "What can this mean to me?” The sharpest form
of answering is with a headline, alone or with a visualization, representing a
complete concept on which the copy 1 can be built.
The importance of thinking in terms of a total concept was revealed
in a help-wanted advertisement for two art directors, run by an advertising
agency in Advertising Age. It said:
We want total concept people who believe they can write as good a
headline as some of our writers (because our writers, more often
than not, have great visual ideas).
Beginning with the promise held forth by the appeal, the advertisement may
develop along these lines:
1 The term copy is a carry-over from those days in printing when a compositor was
given a manuscript to set in type and told to copy it. Before long, the manuscript itself became
known as copy. In the creation of a printed ad, copy refers to all the reading matter in the ad.
In the production of printed advertisements, copy also refers to the entire subject being repro¬
duced—words and pictures alike. This is one of the instances in advertising of the same words
being used in different senses—a practice that all crafts and professions seem to enjoy as a
way of bewildering the uninitiated.
339
340 An advertisement begins with Promise of benefit
Creating
the If called for, it then offers Amplification
Advertising
If called for, it then offers Proof
It ends with Action requested or implied
To All Men
The sub caption. The most important thing about a headline is that
it should say something important to the reader. The actual number of words
is not of the essence—the fewer the better, of course, but a long message can
be constructed with a main headline and with a sub caption (also called a
subhead). The subcaption can spell out the promise of the product, stressing
its unique features. It can invite further reading. As examples:
POLAROID INTRODUCES
THE $19.95 BIG SHOT
2 Victor O. Schwab, How to Write a Good Advertisement (New York: Harper &
Row, Publishers, 1962), p. 5.
FACTS 343
Copy
ABOUT LEARNING
TO FLY
(Piper Aircraft)
Amplification
Proof
Before Closing . . .
We are now in the homestretch. We still have to face the fact, how¬
ever, that a person who has been favorably impressed by the product may be
inhibited from buying it for any of a number of reasons.
Berelson and Steiner speak of:
A North Star Blanket will cost you between $25 and $80. The best things
in life are frequently expensive. And who deserves it more?
(North Star Blankets)
3 Bernard Berelson and Gary A. Steiner, Human Behavior (New York: Harcourt
Brace Jovanovich, Inc., 1964), p. 274.
Concentrated Janitor has no phosphates and is biodegradable so it will not
pollute water.
(Janitor in a Drum Cleaner')
Action
The chief action that many national advertisers hope their ads will
inspire is a strengthening of the reader’s determination to buy, or continue
buying, the advertised product. But as a product gets more costly and calls
for inspection and demonstration, or for greater explanation (which can best
be done by a salesman), there are a number of suggestions that may spur the
reader to take the next step toward purchase and do what the advertiser hopes
to have him do. Among these are:
Since the chronic foe of all decision making is inertia, the final words
of the advertisement may urge the reader to do something now, preferably
with some advantage for doing so:
• • •
The foregoing represents the structure of copy when a full selling
story is to be presented. But many advertisements do not require amplification
and proof to make their point; they can tell their story tersely, as in the case
of the accompanying Arm & Hammer advertisement, which is the total
substance of a newspaper ad occupying five-eighths of a page. But if an ex¬
planation of a claim is called for, and proof is needed to establish its validity,
the foregoing structure will be helpful: Promise of Benefit—Amplification—
Proof—Action.
Give your kids a gift for their future.
Clean water.
A Short Copy Ad
346
New Westinghouse
Heavy Duty 15 washer
engineered
to prevent c
repair bills
Next time your automatic quits and you're left with loads of dirty laundry,
don’t go to your neighbor’s... Go to your Westinghouse dealer instead.
He now has a new heavy duty washer engineered to avoid washday
breakdowns and prevent annoying repairs.
A Long Copy Ad
347
348 The Style of Copy
Creating
the
Advertising Advertisements, like people, have personalities all their own. Some say what
they have to say in a fresh way. They make an impact. Others, trying to say
the same thing, are dull. You may be polite to a dull man, but no one is
polite to a dull ad. You just pass it by.
Up to now we have been discussing how the building blocks of copy
are put together. We now discuss how to lift what we have to say out of the
humdrum by the way we say it. That’s style.
You see it here—it’s the very heart of this Custom Wide Tread Polyglas
tire.
What makes polyester unique is that it combines the strength of nylon
with the smooth ride of rayon.
So you get a tire that softens the hard knocks—and rolls over the bumps
while absorbing the shocks.
TWO TOUGH FIBERGLASS BELTS 349
Copy
In this Goodyear Polyglas tire, we’ve securely bonded the polyester cord
body to two tough fiberglass cord belts—using a special polyester adhesive
known only to Goodyear.
These belts help to hold the rugged tread firm and flat on the road for
mileage and traction.
A polyester cord body, two fiberglass belts, a big wide tread—that s the
vital combination that goes into the construction of the Goodyear Custom
Wide Tread Polyglas tire.
As a result, you get a combination of advantages . . . traction, strength,
and mileage. And they all add up to value.
It is the day estimated tax payments are due (must get check out).
It is payday fnow you can buy that item).
It is the last day of midterms (hurray!).
It is someone’s birthday (call up).
Sm It looks good,
as you can see from the
picture at the top of the
page. For a slight extra
charge, you can get a
MB cabinet to match your
wsianai
decor: Classic, Colonial
or Mediterranean.
3# Its so safe and
shock-proof you can use it
in a bathroom, dripping wet,
since it's battery-operated. New and Only Ot Sears
SEARS. ROEBUCK AND CO,
Here the advertisement presents the technical features of the Sears radio as the
reason for buying it.
331
But the writer presented that fact in a new light: Copy
An advertisement for the John Deere snow blower could have said:
Instead it said:
SUZUKI
conquers
BOREDOM
Life has always been what you make it. Excitement or just routine.
And the line between freedom and feeling trapped can be as simple
as two wheels.
Salton Hotray
enables a woman to
do an unheard of thing
at mealtime.
Sit down. Every day at mealtime the American
woman becomes a ping pong ball.
Bouncing back and forth between the
kitchen and the dining room with remark¬
able speed.
Well, we think a woman shouldn’t act
like a waitress unless she’s paid to be one.
So we recommend every home have a
Salton Hotray electric food warmer.
It keeps fresh cooked food in a state of
suspended animation for hours. Tasting
exactly as it does when it comes out of the
oven or off the stove.
A woman need simply place her dinner
on a Hotray food warmer near or on the
dinner table. And serve her entire meal.
Without ever leaving the table.
And while no woman can afford to be
without a Hotray food warmer, any woman
can afford to buy one. They’re priced
anywhere from $7.50 to $59.50.
If you drop a line to Salton, Inc.,
521 East 72 St., N.Y. 10021, we ll send you
all the details about the Salton Hotray brand
of food warmer. For heavens sake, write.
As every husband has been pleading
with every wife, “Will you sit down and eat!”
HOT.AY AMO NOTABLE ABE TRADEMARKS REGISTERED IN THE U.S.R.O. RT SALTON. INC.. THE SOURCE OF THE FOOD WARMERS DESCRIBEO.
Available at: Abraham & Straus, B. Altman & Co., Blooming dale's, Macy’s, Hammachcr Schlentmer, Gimbels, Bamberger’s, stores throughout the country.
Slogans
The word slogan comes from the Gaelic slugh gairm, meaning "battle cry.
Today, a slogan is used as the sales battle cry of the advertiser, trying to im¬
press his main claim to its readers’ acceptance. The use of slogans as a tool of
copy has varied with the years. But it is still a potent instrument in certain
situations. It is useful in advertising a low-priced item (like chewing gum),
which calls upon no deep deliberation. It is useful for epitomizing the theme
of a campaign. It may be helpful in providing a corporate theme, telling the
public the service or standard the company represents.
Slogans seek to explain, exhort, extol. Most slogans fall into these
classes:
After the copy has been written, it may be well to review it with these ques¬
tions in mind:
—Is it arresting?
—Is it clear?
—Is it simple?
—Does it give the information that the reader would expect at this
point of decision making?
—Are all factual claims supportable?
—Is it believable?
—Does it deliver the message about the product it was meant to de¬
liver?
If a piece of copy can pass this test, it may do even better when we add visuali¬
zation to it, as we shall discuss in the next chapter.
355
Review Questions Copy
5. Can you find examples that show: 11. From current advertising find and
(a) a news headline, (b) a selec¬ analyze the copy approaches used
tive headline, (c) a promise head¬ by two different brands of the same
line? product.
Reading Suggestions
Barton, Roger, ed., Handbook of Adver¬ Glatzer, Harold, The New Advertising.
tising Management. New York: New York: The Citadel Press, 1970.
McGraw-Hill Book Co., 1970. Higgins, Denis, The Art of Writing Ad¬
Bernbach, William, ''Some Things Can’t vertising. Chicago: Advertising Pub¬
Be Planned,” in Exploring Advertis¬ lications, Inc., 1965.
ing, ed. by Kleppner and Settel.
Norins, Hanley, The Compleat Copy¬
Englewood Cliffs, N.J.: Prentice-Hall, writer. New York: McGraw-Hill, Inc.,
Inc., 1970. 1966.
Burnett, Leo, Communications of an Ad¬
Ogilvy, David, Confessions of an Ad¬
vertising Man. Chicago: Leo Burnett
vertising Man. New York: Atheneum
Company, Inc., 1961. Excerpted in
Publishers, 1964.
Kleppner and Settel, Exploring Ad¬
vertising, p. 138. Politz, Alfred, "The Dilemma of Crea¬
Burton, Philip Ward, and G. Bowman tive Advertising,” fournal of Market¬
Kreer, Advertising Copywriting, 2nd ing, October, I960, pp. 1-6. Also in
edition. Englewood Cliffs, N.J.: Kleppner and Settel, Exploring Ad¬
Prentice-Hall, Inc., 1962. vertising, p. 157.
VISUALIZATION
Whoever has leafed through the pages of a magazine, or scanned the
pages of a newspaper, has been aware that certain advertisements stood out
in a way that attracted his attention, while his eye just swept by other ad¬
vertisements. That difference, in getting attention or not getting it, is the most
critical moment in the life of an advertisement.
There are many elements that may cause a person to stop and look at
an advertisement. Among these is his interest in the product as a whole. If he
is seriously interested in buying something, he will be on the alert for all
advertisements dealing with the subject. But even for such products, he may
notice some advertisements and overlook others. The chief reason a person
looks at an advertisement is because it says something that interests him.
In the copy discussion, we paid much attention to interesting a person
in an advertisement through its headline. We now seek to relate that headline
with the visualization that helps project a whole concept.
To visualize an idea is to think in terms of pictures, and you don’t
have to be an artist to do that. For example, how would you visualize "golfing”?
Perhaps you might suggest showing a man teeing off. You might suggest a
twosome in a golf cart, or a golfer blasting out of a sandtrap. This is visualiz¬
ing, and it can be done without drawing a picture—just by describing it.
(Just for fun, how would you visualize "success”?) Having thought of a
visual way to express an idea, you can always transmit it to an artist verbally,
or with matchstick drawings, or in any way you can best express what you
had in mind. But the idea of what is to be drawn is the important thing in
visualizing.
Not all advertisements need a visualization. The message might be
expressed just in a few words that can be set in large type. Or the message may
be in the form of a long statement, in which case the only problem will be to
set it in readable type. But for those messages that can be enhanced by a pic¬
torial presentation, we explore visualization.
356
In actual creative work, it is hard to say which comes first, the head¬ 337
Visualization,
line or the visual version; but that is not important—often they are created in Layouts
the same mental breath. However, since we have already discussed headlines,
we study here how a visualization and a headline might work together as a
basic unit. (In speaking of headlines here, we include those captions that
stand by themselves, and are not followed by supporting copy.)
No hard scouring with powder or messy steel wool. Just spray on Easy-Off.
Let stand as directed. Rinse and wipe sparkling clean. It s so easy!
358
U B
1(11
:
It takes both the picture and the headline to complete the concept.
tuai
360
It’s a lot easier to do push-ups
when you’re 25.
The picture, with its headline, imaginatively interprets what the copy headline says.
361
, i
in
to feed your camera
this weekend.
FILM
FOR
COLOR
PRINTS
m CARTRIDGE
20 EXPOSURES
Islpi
Kodacolor-X
362
Warm is going
barefoot in January
The colder it is outside, the more you need the need it. Gas heat is thrifty. And gas is the clean
gentle, even warmth of clean gas heat. Gas heat that doesn’t dirty the air indoors or out.
heat makes you feel cozy and taken care of. It helps you have a clean, comfortable home
No cold spots and it’s always there when you -and a cleaner world for babies to grow up in.
364
100% was v ah le
if ^
t
: '\ ■
bottom/
and out. It's
way to get a
clean pot and
good coffee.
Which is reason
enough to own.
There are others.
A GE coffeemaker
makes up to nine - ^
delicious cups. And
once the coffee's
ready, it stays piping
hot. There's also a gauge r
that tells you how much
water to use. And how
much coffee's left. It’s called
"Peek-A-Brew.”* Sort of
built-in accuracy.
General Electrics 100%
washable coffeemakers
also come to you accented
in avocado, harvest or white.
There's more to our
coffeemakers than just
a good cup of coffee.
The purpose of this illustration is to attract every woman who has ever used an
electric percolator.
What you should know
First, what are radial tires?
They’re very different from the bias-ply tires
you’re used to. Compare the constructions shown
on the right...the direction of the body plies
especially. Radial body plies go straight (radially)
away from the bead. On other tire types they go
at an angle. It makes a big difference. RADIAL/BELTED BIAS/BELTED BIAS/PLY
TIRE TIRE TIRE
Some ideas can best be visualized with the aid of charts and diagrams. In the above
instance they were used to advantage in this long explanatory advertisement.
366
about Radial Tires.
What you should know about the
The first polyester
General and steel radial de¬
livered for Detroit’s
on your
beard.
(Below)
Picture, headline, and copy get about equal attention in this ad¬
vertisement, based on a factual approach (accuracy) interpreted
in fresh, human terms. Observe the simplicity of presentation and
the dramatic touch of having the watch band set on a slight diag¬
onal, with a difference in the shading of background.
ACCUTRON BY BULOVA
The faithful tuning fork watch.
Shown: Accutron "263". Combination brushed and polished stainless steel case Applied silver markers. Sunray silver dial.
Grey napped strap with silver lame insens. $125- Ask your dealer to show you the many other styles from $110.
•Timekeeping will be adjusted to this tolerance, if necessary, if returned to Accutron dealer from whom purchased within one year from date of purchase.
371
Getting Meaningful Attention Visualization,
Layouts
Every advertisement in a publication is in direct competition for attention
with every other advertisement and with the editorial matter.
It is axiomatic in advertising that a person has first to pay attention
to your advertisement if it is to be read. Many sins have been committed in
the name of this oversimplified directive, because you can use an odd device
or freak drawing that will catch a person’s eye—long enough for him to dis¬
cover that it was only a lure to get him to read something of no concern to
him. The real art in getting meaningful attention to an advertisement is to
say something significant to the reader, and to do so with words or pictures
in a striking way. The attention will then be directed to an idea involving the
reader; it is not merely an optical trick that leads to resentment.
A layout consists of parts. A layout man thinks in terms of these parts as the
main illustration, headline, copy, other illustrations, trademarks if needed.
The skill is to assemble all these elements into one pleasing arrangement. Here
are some guides in the creation of a layout that may be helpful.
H03.. c*mi ft&* Uw ftvh* ct*> QtiwX** rfaoay# Tftot $» id ^(0m «»rf > 'peeltffpfff »* wiifi mmd ejug* #lwi,
CtimndS «M», &»•«»# 7ft«»r«ww/t7C*. A«mw*ss<* (temiii towMn'w*
Color in Advertising
374
Maybe ifyou spend a little more for die vegetables,
you can spend less for the meat.
For years, steak has been the hero of the Not when they dig into that zucchini Spanish
American table. But the hero has become a very squash and those carrot strips, and pearl onions Vegetable
expensive hero. and sweet red peppers in a special Birds Eye Medley
Birds Eye® International Recipe Vegetables orange-flavored sauce.
have a way out. Next time you serve them chicken All at once, your less expensive meal will
or some other less expensive (but nutritious) be as interesting as your more expensive meal.
cut of meat, serve them Birds Eye Spanish style And you won’t only be a good cook, you’ll
Vegetable Medley. be a smart cook.
The chicken dinner won’t be just another Birds Eye International Recipe Vegetables
chicken dinner. Japanese. Danish. Mexican. Spanish, or Bavarian style
'
A whole story is quickly told in this picture, enhanced by the deft use of color.
375
Layouts for Small Advertisements Visualization,
\/ ^
Layouts
Small advertisements refers particularly to one-column ads up to four inches
deep, which will be found in many magazines and with which many businesses
have been built. Successful small advertisements usually have a strong promise
in a selective headline. The eye takes in all of a small advertisement at one
time, so that a liberal part of the space is used merely to get notice. A small
advertisement is not a big advertisement reduced; it is created by abstracting
the one or two most essential elements of a big advertisement (if one had
already been created) and emphasizing one of them.
and
DOES MORE JOBS
IN LESS TIME way
Thi rid
hindii with
tht black head
—ixduslvily
Plumb.
You’ll
find many
uses for this
Plumb hatchet.
It chops, pounds,
pulls nails and cuts.
• Sneak up on the deep, dark pools
Handiest of hand tools,
it does better work faster, where the big ones hide. It’s easy in
jn the home or work shop. a perfectly balanced Old Town Ca¬
noe. This modern birch-bark is built
HAMMERS for sportsmen. Steady and strong,
HATCHETS yet light to carry. Made with Oid
AXES Town skill to last for many a moon.
FILES FREE CATALOG shows all kinds of canoes
for paddling, sailing or outboards* Also
outboard boats, including big al] wood
family boats. Sailboats. Rowboats* Din*
ghies. Address Old Town Canoe Company,
562 Elm Street, Old Town, Maine*
T° cr
WOST
FREE BOOK for
0Vn°hon
OUTBO**0 outboard skippers
This 64-pogo handbook, written
by a staff of experts, tells
you all you need to know to
get the most out of your out¬
board. Neat Nautical Tricks,
• How to hove
Safety Afloat, Navigation,
more fun afloat
How to Select a Boat and
• Howtomakean Motor, many more subjects.
'eggshell landing' Practical, authoritative, gen¬
• How to rig re¬ erously illustrated. Write for
mote controls free copy now: Dept. SI49,
• Trouble shoot¬ Scott-Atwater Mfg. Co., Inc.,
SAFE AS A HAND
ing made easy Minneapolis 13, Minn. SAW
JUST GUIDE IT!
Patented
More like magic than
No Limit to
any tool you ever saw.
Length of
Imagine an electric
Stock it
scroll saw only slight¬
Will Cut.
ly heavier than a
Saws to
hand coping saw . . .
Center of
a tool that takes no
19" Widths.
effort to run, no pres¬
28 Lines to 50 sure to feed.
at any angle—on big
Works It’s fast . . .
Cuts on an av¬
assembly jobs or on erage of 1 ft.
the tiniest piece you per minute up to '3/4" me¬
can hold in your fingers. dium hard wood. Operates
Advertisements of this size are the backbone of many advertising Runs 7200 strokes a minute
... so fast the blade seems
on
cycle
110-120 v.
alternating
50 or 60
curre >t
to stand still. Sturdily built MONEY-BACK GUARANTEE:
campaigns. You have to think in terms of copy and layout at the .
, . . only two moving parts
. . never needs oiling.
Buy (Vloto-Saw
dealer.
from your
]f he cannot supplv
Easily cuts intricate designs you, send only $5.85 (check
—so smooth it eliminates or M.O.) and we will ship
same time. Notice the strong promise headlines, the variety of sanding.
man, a
Novice or crafts¬
thrill awaits you
postpaid; or send only $1
now, and pay postman bal¬
•when you get a Moto-Saw ance plus postage. Your
illustrative effects used, the ingenuity and simplicity of layouts, in your hand.
of satisfied users.
Thousands MONEY-BACK if not delight¬
ed af er 5 days’ trial.
DREMEL MFG. CO., Dept. S319-D, Racine, Wis.
the clarity of typography.
376 Well Conceived, Well Composed
Creating
the "Give a camera for Christmas" is the message of this advertisement, which interprets
Advertising a fact about a camera in a fresh way, under an appropriate picture of a child. Gives
an abundance of "catalogue copy" in a well-organized, readable way.
We mentioned earlier that the term layout also refers to the physical drawing
of the design of the ad, its blueprint. Layouts come in various degrees of
completion. They may begin with a series of thumbnail sketches. The best
ones are selected for the making of roughs (full size), showing the placement
of the major features, several different rough layouts being made as experi¬
ments to see which arrangement is most satisfactory. The one selected is then
carried out in more definite and precise form, called a finish or comprehensive
layout. All these layouts are designed to get the approval of someone up the
corporate ladder, and much depends upon the experience of that someone as
to how far up the scale of finality a layout has to go before the ad is approved
for production. (See pp. 381-397.)
A good cook’s^
guide to better cooking.
For all 7 different blade types, they've
CocTfiou - ref Aik- cookfno. — hssb^cotT^ engineered special grinds and edges to
very fashionable again.
make each Ekco Hint knife as perfect a
That nwanS'r of ccattse. a good nook
tool as. possible,
car? no longer rate ott h&arty- -rneals --
They ail have one thing in common
A Well-organized Ad ymSm -expected to serve creative nutri¬
tious meals.
They’re crafted {that’s the right word)
from hioh carbon vanadium stainless steel
Which makes us tie lighted. Because
That's so they hold a keen edge and so
the more serious you get about cooking,
Showing how a lot of copy the more likely you are to buy Ekco Bine
they won't rust or discolor
p0lt pans and knives. : is, -ad ester that Flint cookware ss
with numerous pictorial Perhaps that sounds immodest. rite:
-.corstefer the following.
durable, That's mors than a claim. It's
A place of Ekco Flint cookware vvrfi In fact, we guarantee Ekco Hint cook
elements can be organized actuate help you do « better job at cocte- ware ter Interiors against detects Our handles are carved, instead of
ing. The food will taste better and be materials and workmanship. I he same is molded. And they're grooved to give you
in a way which invites better for you. true for our Flint cutlery for your money
back, test return to Ekco
a firm grip even with wet or greasy hands.
That's partly because every Flint pot What's more, our handles are made
Hint stainless steel cookware wont
reading. Note the use of a and pan is made with
three layer® of metal. chip or crack or discolor. The handles
from Pakkawood® real wood treated so
make u impervious to burns, stain*, acids
'rise outside layers (the stay fight The lids sit snugly year after and even dishwashers.
selective headline to reach ones you seel we One mote thing about our Ekco I lint
gleaming stainless steel kna stainless steel is one of the easiest
knife handles. They have a riveted tang
women interested in cook¬ E for easier cleaning
and greater clttrabllfly
things there is to keep sparkling.
Of course, there's move so good cook
(shot's the part of the blade lb*sl extends
into the handle). With inferior knives, the
The Ittslde layot ing than cooking. Fixing meals calls tot
ing, narrow columns of (which you can't sec) _ a Sot of cutting, slicing, pirellnq. chopping,
tang is driven into the handle, JH|
like ’ a nasi, and usually comes S|i
is carbon steel. It's a '-1 coring, boning and'or trimming.
loots. A riveted tang holds pi
type to make long copy radiant heat, core that distributes the heat And no single knife can do them all
forever. |L—
arsd cooks food evenly, aft around. %iks A- we said in the beginning; m
readable. Note also the an oven. guide mi of Wf
The special rims on Ekco Hint cook-
ware also crmfobute to better tow J g it a/i i{) enlightened self-interest. . . ■
Which leads us to this final. ■
position of the pots and When you lower helpful word. Both s»« cookware fl|
heat, a vapor seal »■ and our cutlery :re available in |||
knives. The pot handle formed between tfie-
rirn attd the cover.
money saving sets or it' open
stock.
You can then cook
. leads the eye upwards, vriih less water and. fe ■: fed ill IL For the name of your nearest
Ekco deafer and our free book j j
lower heat. lets "How to Carve” and '“How |j 1
holding the layout to¬ This is helped along So Ekco cullers design special Hades
fot each lob - each properly Paianceo
to Choose and Use Cookware.' cull free
bv Rite's wit bastes Mds They let foods 800-631-1972 800 962-2S03 in New
for that tab. Then they go a step anther.
gether. simmer in their own rich, natural itoces.
The result is. simple. With Ekco 1 sit'd
Jersey), Ask lor Operator fwe
Or write as. care of Dept. NGC
you don't boll oway- the vstantsrts Stef
fiavor you pay lot.
EKCO
) W o vV 5 VT-V.
• FjTtokifte Vi&'k- Hivtaats H "U
378 When a layout is ready for production, a duplicate will be made and
Creating
marked up with instructions for the typographer, to whom it will be sent
the
Advertising along with the copy to be set in type. It is also used as a guide for ordering
plate sizes. This layout is referred to as the mechanical.
The artist’s medium refers to the tools and background material an artist uses
to render his illustration, the term medium being used in a different sense
than in speaking of an advertising medium (as TV or magazines). The most
popular artist’s medium used in advertising is photography. Other popular
ones are pen and ink, pencil, crayon, and wash. Advertisers will use different
artists’ media as a way of making an advertisement stand out, particularly when
most are using photographs. Sometimes art of different media will be used in
one advertisement. Perhaps a photograph will be used as the main illustration,
but for the smaller secondary illustration, pen and ink will be used for clarity
and contrast. The choice of the artist’s medium depends upon the effect de¬
sired, the paper on which it is to be printed, the printing process to be used,
and, most important, the availability of an artist who is effective in the desired
medium.
The creation of an advertisement entails two types of art talent: one, the
imaginative idea man who conceives the visual idea and makes the layouts;
and two, an artist who does the finish art of the illustrations needed. In the
larger advertising centers, agencies will have on their staffs art directors and
layout men who handle internally the visualizing and layouts. They will then
call in one of the many free-lance artists available in that city to do the finished
art. In the case of a photographer, the agency will choose one who is best at
certain types of shots—outdoor or studio, for example; some photographers
are specialists on food shots, or style pictures, or whatever the agency seeks.
For other illustrations, the agency has its choice of artists who are particularly
good at some specialty such as men’s styles, women’s styles, furniture, ma¬
chines, cartoons—name your needs and there will be some artists who are
particularly good at it.
In smaller cities, agencies try to have on their staffs artists who are
versatile enough to handle most finish art work for their clients’ needs. De¬
partment stores, which have a flow of uniform kinds of work, will have their
own artists on the premises.
sa'I’s1- ' ‘ ' - -
>. i^.-:*. Jr..--*.
Crayon
1
_> a# usisa
f mmt.z^SP.
MM
.__«)«© <a»
r .^a u >ss^>
rffluMW
—Is it arresting?
—Is it clear?
—Is it orderly?
—Is the most important idea given the most important attention?
—Does it invite reading?
—If the trademark is needed to identify the product, is it sufficiently
visible?
—Does the layout leave the desired impression about the product?
m wm
■v *% y
■
■
LA; "you _
i
i n
le
N**""*11"1" 111 ■ ■» Hi..J
1
( f
1 L-J
382
Here are the books that will help yon remember and understand
World War II - - the 5 most momentous years of your life
l
i
The comprehensive layout made after several intervening roughs. Note change in
headline and arrangement of books.
383
Here are the books that will help you remember
and understand World War II—the five
most momentous years of your life.
P earl Harbor. D-Day. Anzio. Guadalcanal. Mid¬
way. Whether you were in uniform or too young
to serve, the books on this page illuminate the war
years as no other books can.
Would you like to know what it was like to fly a
nighttime raid over Berlin? Read Flying Fortress.
Want to discover why Eisenhower refused to
let Patton push on to Berlin? Read History of
the Second World War. Are you curious to
see Admiral Yamamoto’s plan to bring Amer¬
ica to its knees? Read Two-Ocean War.
If you want to know all the bluffs, blunders,
and triumphs of WWII—and WWI, and all the wars
in history—join the Military Book Club. You'll get
books you won’t find in any other book club, at
savings of 30% below the prices of publishers’ edi¬
tions (plus shipping & handling). Take us up on our
offer. Four books—worth up to $50.00 in publishers’
editions—yours for 98?, plus shipping and handling, with a
trial membership. How can you lose?
Military Book Club, Garden City, N.Y. 11530
8755. Flying Fortress. Ed¬ The Military Book Club
ward Jablonski. The B-17s
U S. Navv Photo above:
and the men who flew
them. 400 album photos.
invites you to take USS WEST VIRGINIA and
USS TENNESSEE burning after
Pub. ed. $10.95 Japanese attack on Pearl Harbor.
8714. The Two-Ocean War.
Samuel Eliot Morison.
Story of U S. Navy in ac¬
tion from 1939 to V-J Day.
Pub. ed $15.00
1701. History of the Sec¬
Any 4 The MILITARY BOOKCLUB, Dept. AL-289, Garden City, N.Y. 11530
Please accept my application for membership in the Military Book Club and
send me the 4 books whose numbers I have printed in the boxes below. Bill
me only 98C, plus shipping and handling for all 4.
ond World War. Basil Lid¬
dell Hart Every major
battle on land. sea. in the
air. Pub. ed. $12.50
8904. Wars of America.
books About every 4 weeks, send me the Club's bulletin, Battles and Leaders, de¬
scribing the next Featured Selection and a variety of Alternate choices. If I
wish to receive the Featured Selection, I need do nothing; it will be shipped
to me automatically. Whenever I prefer an Alternate, or no book at all, I will
notify you by the date specified by returning the convenient form always
for 98e
Robert Leckie Colonial
wars to Vietnam. 2 books,
provided.
countsasone. 1 .OOOpages.
I need take only 4 Selections or Alternates during the coming year, and
Pub. ed. $12.50
may resign any time thereafter. The prices of books offered will average
30% below the prices of publishers’ editions, plus a modest charge for ship¬
8987. The Supreme Com¬
mander. The War Years of if you join now and agree to accept only 4 ping and handling.
General Dwight D. Eisen¬ selections or alternates during the coming year. NO-RISK GUARANTEE: If not delighted, I may return the entire introductory
hower. Stephen E. Am¬ package within 10 days. Membership will be canceled and I will owe nothing.
brose. Pub. ed. $10.00
3590. Inside the Third 8730. Mao Tse-Tung on
8854. Iron Coffins. Her¬
Reich. Albert Speer, " I Guerrilla Warfare. Transl
bert A Werner German
recommend . . . without by Gen. Samuel B Grif¬
U-boat captain’s memoirs
reservations," N.Y. Times. fith Communist "hand¬ Mr.
of submarine warfare in
W.W II. Pub. ed. $7.95 Pub. ed. $12.50 book." Pub. ed $4.95 Mrs._
2428. The Rising Sun. Miss (please print)
x$995. The Battle for North 8961. The War in the Air.
Africa. John Strawson The Royal Air Force in John Toland Inside Im¬
perial Japan. Over 60 rare
Address.
Why did it take 3 years? World War II. Anthology FOR OFFICE USE ONLY
Illus Not avail, in Canada ed. by Gavin Lyall Illus. photos. 2 books, counts
Pub ed. $795
9019. The First to Fly.
Aviation's Pioneer Days.
Sherwood Harris
’ birdmen" to WWI death
96
Pub ed. $7.95
8813. Strategy. 2nd Rev.
Ed. B H Liddell Hart.
Classic book on warfare.
Strategists from 490 BC
as one Pub. ed. $12.95
8912. Fiasco: The Break¬
out of fhe German Battle¬
ships. John Deane Poller.
1942 "Armada" succeeds.
L City-
State_Zip-
State
Members accepted in U.S.A. only.
1-M13
machines Pub. ed. $7.50 to Hitler. Pub. ed. $10,00 Why? Pub. ed $6.95 _ _
The Military Book Club offers its own complete, hardbound editions, sometimes altered slightly in size to fit special presses and save members even more.
384
Volvo
386
Carrying out a rough lay¬
out idea sometimes involves
more than art work.
387
ARE YOU IN THE MARKET
FOR A HARDTOP?
Every Volvo has six steel pillars holding up the roof. Each one is
strong enough, to support the weight of the entire car.
Of course, this kind of strength isn’t built
into a Volvo just so it will hold up
a lot of cars.
Volvos are built strong so
they’ll hold up a lot of years.
Exactly how many we can’t
guarantee. But we do know
that in Sweden Volvos are
of elev en
you’re in the
388
French Line
UAMU
390
there's a Frenchman frying to 9®*8U*-
f0&
WeAtKiiM-
On the inside, we’re all French.
Lovers of life and food and fun. The way people
were meant to be.
Let out your Frenchman on an
uninhibited French vacation. Cruises that take
you where you want to go. But take you there
French. All the way.
And who but the French can delight
your senses with French cuisine (every meal a
feast). French service (legions of staff
to pamper you shamelessly). And especially
French fun (the liberated way to play. Outdoors
like the Riviera. Indoors like Paris).
A word of warning: once let out, your
Frenchman may refuse to go back in.
Caribbean Cruises
Two ways to discover your own special
island: The S.S. France from New York,
for elegant pleasure-lovers. From $445.
The S.S. Antilles from San Juan, for informal
camaraderie. From $255.
Inside every American, 33 days indulging your sensual French self. While
discovering St. Thomas, Bahia, Rio de Janeiro,
Dakar, Canary Islands, Malaga, Sicily, Naples,
there’s a Frenchman trying to get out. Cannes and Madeira. Feb. 14. From $ 1490.
Mediterranean Cruises
The French way to savor the world’s
most magnificent sea. Aboard the S.S. France.
Corsican Resorts
French fun ashore. Three beautiful hotels
just south of the French Riviera. Sail, hunt,
fish, mountaineer on a still unspoiled island.
From $8, including all meals and wine.
Is your Frenchman clamoring for release?
Then take him along to your travel agent. Or
branch Jluie
555 Fifth Avenue, New York. N.Y. 10017 Tel. 363-3940
i-—-i
Vocation Cruise Calendar
For the next few months, we’re mostly
transatlantic. Then we head to a second
summer.
Caribbean Cruises
The S.S. France from New York: Calls at
St. Thomas, St. Lucia, Barbados, Curasao,
Port of Spain, Fort de France, Nassau,
Port au Prince, St. Maarten, Grenada,
and Cristobal.
Oct. 30—Special Pre-Season Savings
13 days, 6 Ports—S445 up.
Dec. 18-15 days, 7 ports-$630up.
Jan. 15-13 days, 6 ports—S495 up.
Jan. 29—15 days, 6 ports—$630 up.
The S.S. Antilles from San Juan: Calls at
La Guaira, Port of Spain, Fort de France,
Pointe a Pitre, and St. Thomas or St. Croix.
Departs every Saturday.
Nov. 8,15,22, 29, Dec. 6 and 13—7 days,
5 ports—$255 up.
Dec 20, 27—7 days, 4 ports—$295 up.
Mediterranean Cruises
March 20: New York to Naples and Cannes.
March 28: Cannes-to-Cannes 10 day cruise
to Yugoslavia, Corfu, Crete, Rhodes.
April 8: Cannes-to-Cannes 16 day cruise to
Sicily, Antalya, Izmir, Istanbul, Salonika
SAFETY INFORMATION: The S.S. FRANCE and S.S. ANTILLES, registered in France, meet International Safety and Naples.
Standards for new ships developed in 1960 and 1948, respectively, and both meet 1966 fire safety requirements.
392
Review Questions 393
Visualization,
Layouts
1. What is the difference between sider to be excellent layouts. Ex¬
visualization and layout ? plain why you consider them excel¬
lent.
2. Name, and illustrate with examples
6. Discuss the particular layout prob¬
from present advertising, several
lems of small advertisements. From
ways in which the visualization of an
current advertising can you find three
idea may relate to the headline.
examples of small ads you consider
3. Find several examples from current to be excellent layouts?
advertising which you think have ex¬
7. Distinguish among the following
cellent visualization. Explain why
types of layouts: rough, comprehen¬
you consider the visualization excel¬
sive, and mechanical.
lent.
8. From current advertising find ex¬
4. Discuss the major guides to develop¬ amples of the use of three different
ing an effective layout. artists’ media.
5. From current advertising, find three 9. What are some of the questions to be
examples reflecting what you con¬ asked in judging the final layout?
Reading Suggestions
Typography
Typefaces
The first step in translating the headline and copy into type is the
selection of a typeface. Every typesetter issues a book showing the styles he has
to offer—all of which serve to baffle the uninitiated. The typefaces most used,
however, belong to one of three major classes: Old Style Roman, Modern
Roman, and Contemporary. A fourth style, Text, preceded the others his¬
torically, and is important because its features help to explain the others. A
fifth style, Script, is often useful for special effects.
Text Letters. The art of writing was kept alive during the Dark
Ages by monks who prepared ecclesiastical manuscripts with wide reed pens,
creating a style of lettering that we now call Text. When Gutenberg printed
his Bible, it was done in hand-carved letters contrived to simulate the manu¬
scripts. Although seldom seen today, except on proclamations, diplomas, and
other ceremonial announcements, Text is shown here because the way the
strokes are ended influenced succeeding type designs.
394
Caslon and John Baskerville. These designs have not only survived to be 393
Print
used today, but have given rise to many others in the same spirit, called Production
Old Style Roman, or just Old Style. The chief characteristics of Old Style are
that (1) there is only a slight variation between the thick and thin strokes,
and (2) the serifs are blunt, often oblique, a vestige of the Text style of
gracefully ending each letter.
Type Measurement
10 POINT
SIZE of type
12 POINT
SIZE of type text type
14 POINT
SIZE of type
18 POINT
SIZE of type
24 POINT
SIZE of type \
30 POINT
SIZE of type
36 POINT
42 POINT
SIZE of type
SIZE of type”
The size of type is determined by the height of
the face or body (not letter size alone) and in¬
cludes the ascenders, descenders, and the metal
shoulder. A "point” measures Y72 of an inch.
SET IN 72 PT. CASLON NO. 540
396
The pica. The width of the line to be set is stated in terms of picas, 397
Print
of which there are six to the inch. "Pica” is the name originally given to 12- Production
point type; its letter M was selected as a unit of width, because it is a square
letter. Hence picas are sometimes called pica-ems, or just ems (of crossword
fame). An en is half the width of an em.
When lines are set in even width, right and left, they are said to be
justified, and one just specifies the width once for all type to be set. This para¬
graph is set 28 picas wide.
Type Font
For any given face and size of type, a font consists of all the letters
of the alphabet, numerals, and the usual punctuation and decorative marks;
it also includes all these characters in capitals ("caps”) and lowercase ("l.c”),
roman, italic, and small caps ("s.c.”). A complete font of 11-point Garamond
follows:
1234567890 '?/
1 We meet here again the use of a word with two different meanings. Sorry, but
BODONI family
BODONIBOLD
THE BODONI fa mi
ULTRA BODONI
A family of type retains its basic resemblance and characteristics through all its sizes.
The display lines of the Bodoni family are all set in 30 point. Note the variety of
weight and color available in an individual family of type. Note also the difference
of character measure or width of each face.
Caps and lowercase. In the days of hand-setting, capital letters 399
Print
were kept in a case above the one containing the "small” letters. Thus, "small” Production
letters became known as "lowercase.” Capital letters are sometimes referred
to as "uppercase,” although not often.
2D. G. Paterson and M. A. Tinker, How to Make Type Readable (New York:
Harper and Row, Publishers, 1940).
The lines you are now reading are also set in 8-pt. type, just like the paragraph above, but they
have 2-point leading (8/10). It still isn’t fun to read a long passage in 8-pt type, but notice
how much easier it is to read this paragraph. This has been set this way to show the effect of
leading in making type readable.
On this page we have examples of per line varies; see where the last
four families of type, with the head¬ word of each paragraph falls. Nov¬
line set in 24-point type of the fam¬ ices are in the company of master
ily, and the body copy set in 10 typographers when they stay within
point on 12 of the same family. one type family per advertisement.
You need not go outside a family The sign of a real amateur is trying
to have an interesting, harmonious to use too many faces in one ad¬
ad. Note how the number of words vertisement.
This paragraph has been set in Caslon.
copy for Military Rnnk Club - New Pearl Harbor Ad - Job # MBC 224-
—- J-
Here are the books that will help you remember and understand!, } JU
World War II -- the 5 most momentous years of your life.
<2,
<>
^^^arT~H arbor! D-Day. Anzio. Guadalcanal.
Midway. Whether you were in uniform or too
a young to serve, the books on this page
illuminate the war years as no other books can.
H Put in
Now we move on to the methods of setting type. There are basically four
ways of setting type, each serving some special purpose:
1. Hand-setting
2. Machine-setting. Freshly molded by machine. Also referred to as
"hot metal type.”
3. Photocomposition
4. ((Cold type.” Typewriters with special typefaces and carriages.
403
404 Hand-setting
Creating
t!o@ •
Advertising Hand-setting, the oldest method, affords the greatest possible latitude
in designing a page of text or display matter. Each character in every headline,
every phrase, sentence, and paragraph, is molded separately and set by the
compositor’s hand; by this painstaking method, he picks letters out of a case
and assembles them in a metal holder (a composing stick), according to the
style, size, and arrangement specified in the layout.
Not used for great quantities of reading matter, it is limited generally
to formal announcements and title pages of brochures or books, or where spe¬
cial faces are specified for dignity or expression of an unusual thought. It is
the slowest and least automated of all typesetting methods. This is known
as Foundry type.
Composing Stick
In this kind of case (above), the section on the right holds the capital letters. Lower¬
case letters, figures, punctuation marks, and spacing material occupy the middle and
left sections. Characters are so arranged in the case that common letter combinations
are close together. . . . Cases such as these hold three or four such fonts.
From David Hymes, Production in Advertising and Graphic Arts (New York: Holt,
Rinehart & Winston, Inc., 1966).
Elements of a Type Letter
Linotype Composition
403
406 Just how this seeming miracle is performed can most readily be under-
6feating stood by seeing a Linotype in operation at a newspaper or printing plant, and
Advertising such a visit would be rewarding to anyone sufficiently interested. Most news¬
papers, books, and reading matter in advertisements are set by Linotype.
The advantages of Linotype are that (1) it sets type rapidly, and (2)
it is easier and faster to handle a line slug than individual letters of type. The
chief disadvantage of the Linotype is that if you want to change a single letter,
you have to recast the entire line. When the slugs have served their purpose,
they are thrown back into the pot of molten metal; no need to return individual
letters to the typecase, as for hand-set type.
Typ
Monotype Composition
Photocomposition
Photosensitive
paper picks
The selected film font—really a stencil through which light can pass—
is set in the machine. When everything is ready, the computer tape turns on
a light in front of the film, lighting up each selected letter in turn, and moving
across the width of the line at incredible speed. The light is picked up by an
anode tube, as in a TV studio, which changes the light into electronic im¬
pulses, corresponding to the shape of the letters. These are carried to a
cathode-ray tube like the picture tube in your TV set, which turns the elec¬
tronic impulses back into picture form; except that here, it shoots the electrons
directly onto photosensitive paper, which develops or prints the letters right
on the paper. The result is a rapidly made print of the copy with more sharp¬
ness and less cost than by metal type. Prints can also be made on transparencies,
instead of on paper, for some printing processes.
The Photo Typositor produces display type photographically from film fonts such
as this one, which contains a complete alphabet of a particular type style in negative
form.
-i
Raised Y \ /
Depressed
Ink Plane Ink (etched
surface
surface surface)
holds ink
410 Letterpress Printing
Creating
the
Advertising The easiest way to understand the principle of letterpress printing is
to look at the type bars of a typewriter. There each letter stands out in relief
above the surface of the type bar. When the key is touched, only the letter
in relief strikes the ribbon and transfers its design to paper. That’s printing
from relief type, called letterpress printing. This is the only process that uses
type directly.
Letterpress printing is the most versatile form of printing, and most
widely used. Most printers are equipped to produce it. Letterpress printing
gives sharp reproductions. It can print full-strength colors and blacks that are
really black. It can provide a high degree of fidelity to the original in color
printing. In letterpress printing, the advertiser must supply the photoengraving
plates of any illustrations, as we will discuss later.
Letterpress impression
cyl inder
Offset Lithography
image
Rotogravure Printing
Have you ever passed your finger over an engraved calling card and
felt the raised dried ink?'That card was printed from a plate in which the
printing area was etched by hand. When ink was applied to the face of the
plate, and the excess wiped off, ink remained in the etching, and, when a card
was pressed against it, was transferred to the card. That form of printing,
from a sunken design, is called intaglio printing.
Rotogravure also works on the intaglio principle. Here the plate is
not etched by hand, but by a photographic-chemical process. The etching is
only one to two thousandths of an inch deep; nevertheless, it is an etching.
3 David Hymes, Production in Advertising and Graphic Arts (New York: Holt,
Rinehart & Winston, Inc., 1966), p. 187.
Rotogravure
the excess wiped off. The ink in the etching is transferred to paper pressed
against it. The original subject has been reproduced by rotogravure.
In rotogravure you are dealing with heavy copper rollers; you cannot
readily make changes. But once the plate has been made, you can print 500,000
copies, and even millions, at a very low cost per unit. Therefore, rotogravure
is widely used by catalog houses and the Sunday newspaper supplements, and
for long-run direct-mail work.
In rotogravure, as in offset, the printer makes all the plates, working
from precise original copy supplied by the advertiser, or, at the advertiser’s
order, from firms that specialize in making negatives from advertisers’ copy.
Silk-Screen Printing
Squeegie
Photoengraving
Benday. Line plates can be made only from drawings in black line
or black masses. To get the effect of a shadow, the lines can be drawn close
together, but they must be sharp. Or the shadow can be drawn in solid black.
The benday process (named after Benjamin Day, the man who created it) is
designed to give a line-plate subject some variation in shades between different
THE PHOTOENGRAVING PRINCIPLE OF MAKING LINE PLATES
,LO
CO >C CD
4—' Q.
CD cn CO
E CO ro CL
<D $ O O —-
_C CO o
■■O >s
1 c
CD CO
CD -O
Z3 -C c*_ -f= ^
O
O O
CD
s 22 S
CO ■p CO
CO - CD
CD >
c
-C CO
T3
CD C cO
DC 3 0
CO O
L_ E o
E L_ CD
o
,0 =5 _C
1— CO CJ
Lfj
CO
4-J
CD
c
E o
CO etc CO
C 5 3
o
"O E
TO <d CD
CD ♦->
r ro o
ex o p
co
g’o 2
2 CD 03
CLCO °
“D CD .52 Q.
d >
co o CO o
cvi CD
o
CD
c*—
o-d
:
03
<d CD
CD
iJ co to >
-*-> CD m
a) c. l; CD
E 03
4-J CO *—* (D
™1E
Jr ~S CD CO^
C4— 4-J
T3 co
CD
$ CO
c
£
1— u
a>
_
CO "O
co
> .E'-i
CO o
CO CO L-
E CD CL)
=2 ~
CO CL
c -
^
0 roE
o S’2
fc ~o O
§ C ^ ■° c
CO
o
z: r^j po ^ $
LT) CD
414
415
416 parts. It reminds the writer of a coloring book, where children color outlined
Creating
areas in different colors, but instead of using colored crayons to color flat
the
Advertising areas in outline form, the engraver (for letterpress) or artist (for offset) lays
down a shading unit with designs of different patterns of lines and dots. Each
pattern, however, is a clear line-plate subject. The result: a line plate with
various designs and variations in shading.
Halftone Plates
The lower the number on the screen, the fewer the dots per square inch. The higher
the screen, the more dots per square inch. The choice of screen depends upon the
smoothness of the paper and the amount of detail required.
Halftone Finishes
The half-tone finish refers to the way the background of the main subject is
treated. When you take a snapshot of a friend’s face you will get a print of the
friend’s face, plus the background. If you want to make a halftone of it for
printing purposes, the engraver can treat that background in a number of
ways. He can leave it all in with the background screen extending to the edge
of the rectangular plate. This is called a square halftone. He can cut away
everything in the background but the face so that the face will appear sharply
against the white background of the paper. This is called a silhouette or outline
halftone. The square halftone is the least expensive finish; the outline halftone
costs more but gives the sharpest picture of the subject. These are the forms of
finish in most universal use.
Halftone Finishes
Silhouette Halftone
* ■>
Square Halftone
(includes background)
of ions face is
then used
as a mold
for the
metal
is made,
/
Original Letter Press Plate
i s
i. Y\M Molten metal
Profi le
view
Paper mache'mold.
or "mat."
v-m; <*! .
fWTm
-v* nv*.
1 I! fcn i\r:
ttfX r<*»> WS *1 '
•tfsitffei WjVWiV, ;
intf/ tit? 13
n-.^'v :'/J «<**• —
•*
-* r,‘->v '•>V-rrrr ->
j, xjw, > r-r-y* ^ #««<**♦*>
duplicate plate'
A Printing Form
One does not print from a mat; someone must make a stereo.
It so happens that newspapers use mats for the curved plates they
need to fit the rollers of their presses. As a result, they can accept the adver¬
tiser’s mat and make a stereo of this (no charge to advertisers). Mats are
widely used for newspaper advertising by national advertisers; also for dis¬
tribution to dealers for local advertising. Stereo reproduction is not as sharp
as that of electros, but it is well suited to newspaper reproduction, and less
expensive than electrotype. The number of times a mat can be used is limited.
Mats for newspapers tend to shrink, a factor that must be provided
for in ordering. For better reproduction, there are stronger and sharper mats
made, called dry mats, coated mats, plastic mats, and other patented mats.
They are less sharp than electros, and cost less to make and ship.
For both line and halftone copy, the printer needs a mechanical layout.
The main plate-making advantage to offset printing is that text and line
art may be handled together by the printer. If the advertising agency so
elects, it can supply final-size prints of all line art, pasted into the proper
position with the text. The printer can then shoot the entire mechanical with
one click of the shutter. Usually, however, the agency will prefer to supply
the mechanical with only the text in place and the art in oversized form, to be
reduced photographically and then positioned by the printer according to
instructions.
Paper
We now move from printing processes and plates to the next dimension of
print procedure: paper.
For publication advertising, the creative and production directors must
know on what kind of paper the advertisement will be printed, in order to
plan their artwork and plate needs. In direct-mail advertising, they have the
additional responsibility of selecting the paper.
422
Classes of Paper 425
Print
Production
The three chief categories of paper used in advertising are:
1. Writing paper
2. Book paper
3. Cover stock
Writing paper. This is the paper most used for office letter-writing
and in direct mail. The kind most frequently met is bond paper, which is
specified whenever printed matter requires permanence and durability. Letter-
press and offset reproduce well on bond, and both are equally economical.
Offset, however, is a better choice than letterpress when halftones are re¬
quired.
—News stock. The least costly book paper, built for a short life,
porous so it can dry quickly. Takes line plates well, also halftones
of 55, 60, 65 screens, provided the artwork has sharp contrasts.
_Antique finish. This refers to a paper with a mildly rough finish.
It is soft paper. It cannot take halftones, but is widely used for
offset.
—Machine finish. Most books and publications are printed on
machine-finish paper, which takes halftones up to 110 screen
well. It is the workhorse of the paper family.
—English fnish. Here is a book paper that has a higher degree of
smoothness than machine finish. It can take halftone screens
up to 133 screen.
—Coated. This is a paper that is given a special coat of clay, and
then ironed. The result is a heavier, smoother paper. It can
take 150-screen halftone very well, and is therefore frequently
used in industrial catalogs, where fine sharp reproduction is im¬
portant and that will be used over a period of time.
There are many other types of papers used for many purposes, but
writing, book, and cover are the chief ones in advertising. In any given situa¬
tion, the printer will submit samples of paper suitable for a given job.
Paper comes off the machine in large rolls. It is then cut into large
sheets in a number of different sizes. In that way, many pages can be printed
at one time. Paper is sold by the ream of 500 sheets, and its grade is deter¬
mined by weight. To meet the problem of trying to compare the weight of
paper cut to different sizes, certain sizes have been established for each class
as the basic ones for weighing purposes. These are:
Hence, no matter how large the sheet may be into which the paper has been
cut, its weight is always given in terms of the weight of that paper when cut
to its basic size. Thus one hears a writing paper referred to as a 20-pound
paper, a book paper referred to as a 70-pound paper, a cover stock identified
as a 100-pound cover.
Paper has to be selected in relation to the method of printing and the
plates to be used, or vice versa.
In order that the creative and the production work may move with the neces¬
sary precision, a time schedule is planned at the outset. The closing date is the
date or time when all material must be in the hands of the publisher. The ad¬
vertiser works backwards along the calendar to determine when the work
must be begun in order to meet that date (as in figuring out what time you
must leave the house, allowing time for driving delays and parking difficulties,
in order to be in your seat for the kickoff).
As an example, let us take a four-color letterpress advertisement to
appear in a magazine, for which the closing date is October 1. We then plan
a production schedule like this:
/
A Production Schedule
PRODUCTION ORDE R
This form is for use in Client: Product: Req'n:
Kopieren Sie
♦Client's O.K.
♦Engraving
♦Type Setting
♦Electrotyping
♦Delivery to Publisher
•These dates established by Mechanical Department when making out order. All other dates established by ProducUon Manager.
Reading Suggestions
Arnold, Edmund C., Ink on Paper, A Melcher, Daniel, and Nancy Larrick,
Handbook of the Graphic Arts. New Printing and Promotion Handbook.
York: Harper & Row, Publishers, New York: McGraw-Hill Book Com¬
pany, 1966.
1963.
Pocket Pal, "A Brief History of Printing
Bahr, Leonard ATA Advertising
F.,
and Paper.” New York: International
Production Handbook. 4th edition.
Paper Company, 1966. Also in Klepp-
New York: Advertising Typographers
ner and Settel, Exploring Advertising,
Association of America, Inc., 1969-
p. 166.
Bockus, William, Jr., Advertising
Graphics. New York: The Macmillan Schlemmer, Richard M., Handbook of
Company, 1969- Advertising Art Production. Engle¬
wood Cliffs, N. J.: Prentice-Hall, Inc.,
Hymes, David, Production in Advertis¬
1966.
ing and the Graphic Arts. New York:
Holt, Rinehart & Winston, Inc., 1966.
18
The Television Commercial
Creation and Production
A good first step in creating the commercial is to decide exactly what you
want the viewer to remember about your product after the commercial is over.
That is the sales message. All else is technique.
The sales message is usually agreed upon before the commercial is
started. If not, we have to determine the chief service this product can render
in meeting some problem of the viewer—whether it’s giving the family more
variety in meals, or getting a better shave faster—and then determine the
special way in which this product can help meet that problem. The art then
is to present that story as interestingly as possible in 30 seconds, the time for
most commercials. (In writing commercials, the picture is called video; the
spoken parts, audio.)
Once that is determined, a writer can use all the imagination and skill
at his command in the technique he uses, provided only that it holds the
viewer’s attention at the outset, and that when the commercial is over, the
viewer comes away with the message about the product that was originally
agreed upon. The test of a good commercial is not having the viewer say,
"That’s a good commercial,” but rather "That’s a good product.”
Types of Structure
With the aid of pictures (video) and sound (audio), a writer has
many ways of telling his story—even in 30 seconds, which is the most popular
length of non-network commercials. Among the many approaches that Book
and Cary offer are the following guidelines. They are all predicated upon try¬
ing to develop a single idea, clearly and logically.
Story line Telling a story that involves tension at the outset and
leads to a logical conclusion.
428
Problem-solution Based on predicament or problem, enlightenment, 429
as by a friend, happy results, with aid of product (often called Television
slice of life). Commercial-—
. r , , Creation and
Chronology Tells message through series of related scenes, one Production
growing out of another.
Special effects Strives for a mood that relates to product and its uses.
Testimonial Matching your product with believable celebrity, com¬
petent to pass judgment on such product.
Spokesman A radio commercial illustrated by a moving picture of
the product and announcer.
Demonstration Don’t try to fool the viewer.
Suspense Begin the suspense immediately, build it carefully, end
with clarity and relevance that reward the reader.
Analogy Make certain that the analogous example is one that is
familiar and understandable to most viewers.1
In addition to the items above, there is animation, which can tell its story
with charm and humor, and many other structures that are constantly being
developed.
Styles in commercials, as in movies, have their waves of popularity,
representing constant challenges to the writer to develop fresh patterns.
1 Albert C. Book and Norman D. Cary, The Television Commercial (New York:
Decker Communications, Inc., 1970).
THE SINGER COMPANY
60-SEC TV COMML REVISED
"THE SINGER STRETCH”
SF-SM-0086
AS RECORDEDi Jan. 18, 1971
VIDEO AUDIO
1. OPEN ON CLOSE SHOT WOMAN PUTTING SOUNDS i BABY, MOTHER TALKING TO BABY
BABY IN PLAYPEN. AS SHE STRETCHES TO
PUT BABY DOWN, SHOULDER SEAM OF BLOUSE
SPLITS IN SYNC. SHE REACTS, SHOWING
SEAM SPLIT.
SFXi RIPPING SOUND
1. A, FREEZE FRAME
ANNCRi (VO)
3. CUT TO WOMAN PREPARING SANDWICHES.
SEE LITTLE GIRL TUGGING AT WOMAN'S SLEEVE, Sometimes it's like the whole world
is trying to pull you apart.
5. ZOOM BACK TO BEAUTY SHOT OF MACHINE. there's a way to really hold things
together,
6. ECU NEEDLE SEWING STRETCH STITCH. BG MUSIC STARTS UP, THEN UNDER
SUPER WCMAN ON LADDER Do the Singer Stretch]
STRETCHING OUT ARMS TO HANG DRAPES. MUSIC EFFECT* STRETCHING SOUND
10. PULL BACK OR DISS TO FULL MACHINE newest Golden Touch & Sew machine.
SHOT. FINGER ON DIAL. "SINGER” NAME By Singer.
VISIBLE.
11. CUT TO CU FINGER MOVING STITCH One touch and you choose
SELECTOR DIAL. your stitch ...
One page of the original script for a Singer sewing machine commercial. Transla¬
tion. Freeze hold; CU = close-up; ECU ~ extra close-up; Zoom — move camera
closer to subject, making it larger; SFX = sound effects.
CUENT: THE SINGER COMPANY
PRODUCT: SEWING MACHINES
TITLE: “SINGER STRETCH” DATE: 2/27/71
«0 LEXINGTON AVENGE CODE NO.: SFSM0086 LENGTH: 60 SECONDS
NW N7IHK 17 JO# 409448
5. ANNCR: (VO) Sometimes 6. But now there’s a way to 7. (MUSIC UP fc UNDER) 8- Sew stitches that stretch...
it’s like the whole world really hold things'together. Do the Singer Stretch! and hold!
is trying to pull you apart.
13 . And stretch stitches hold 14. (MUSIC) 15. Do the Singer Stretch! 16. Stretch your budget with
One Touch Sewing
when regular stitching
breaks.
.
17 on this Golden Touch 18. At your Singer Sewing 19 . It sure helps hold your .
20 (MUSIC UP & OUT)
& Sew machine. Center. world together.
431
SHE (FADES UP)...and the hospital.
SHE: Not .just milk.
don't forget to buy Light n' Lively HE: (MUMBLES)
Light n* Lively low
milk for the kids Milk, right.
fat milk.
while I'm at...
T/ jlJSfK f \\ } ^
* ! J -
1
s t
\
'Wfm 9 !+~
M
14 ; N W AYER& SON.,
r ='3>.
CLIENT: SEALTEST FOODS
Going off to the hospital to have a baby is the imaginative, completely plausible
springboard for telling the story of Sealtest Light N’ Lively Low Fat Milk.
452
CLIENT: SEALTEST FOODS TITLE: "PREGNANT"
N W AYER & SON INC. PRODUCT: LIGHT N'LIVELY MILK COMM'L. NO.: XRXL1320
LENGTH: 30 SECONDS
7. SHE: Of course, it's got 8. And it's convenient for 9. SHE: You'll only have to
more protein and calcium. you. (SHE DRINKS) HE: remember one kind.
(LOOKS UP PUZZLED)
MMK -A
433
434 3. Rely on the video to carry more than half the weight. Being a
Creating
visual medium, television is more effective at showing than
the
Advertising telling.
4. Use short, everyday words in the audio. Sentences should be
short, sentence structure uncomplicated. No more words should
be used than necessary to round out the thought conveyed by the
picture.
5. Avoid static scenes. Provide for camera movement and changes
of scenes.
6. Don’t cram the commercial with too many scenes lest the viewer
become confused. A scene should seldom be less than four sec¬
onds long.
7. Superimpose in lettering the basic theme line over scenes in the
commercial, including the final scene, if practical.
8. Be sure that transitions are smooth from scene to scene. Conceiv¬
ing the commercial as a flowing progression makes it easier for
the viewer to follow. Proper use of opticals [discussed later] can
add to the smoothness.
9. Television is a "medium of closeups.” Avoid long shots. Even the
largest television screens are too small for extraneous detail in
the scenes of the commercial.
10. When timing the commercial, don’t just read it. Act it out. The
action usually requires more time than the words indicate. A
good rule is purposely to time the commercial short, as it in¬
variably runs a few seconds longer in actual production.2
Television Production
The task of converting a script and storyboard into a commercial that is ready
to go on the air is the province of television production. In charge of each
project is a television producer, completely responsible for the commercial
from the time it is approved until the time it is shipped to the stations. To
understand the nature of this effort, we first become acquainted with the chief
elements involved in producing a commercial, along with the procedures that
prevail.
Opticals
Opticals are any variations of the picture that can be achieved during
or after the shooting. The number of such effects is endless. The reader will
recognize from his own viewing experience the most common forms:
The most used effect is the cut, where one scene abuts the next.
The dissolve is an overlapping effect—one scene fading out as the
next one fades in, usually indicating a passage of time.
To freeze a picture is to hold it still on a frame.
To zoom is to change rapidly from a long shot to a closeup, maintain¬
ing the subject or scene in focus.
To superimpose is to place one scene, or lettering, over another.
Opticals also include any special artwork, titles, or credits that may
be superimposed over a scene.
One of the first facts of life of which one becomes aware in tele¬
vision production is that it is a highly unionized business, with rate schedules
spelled out for every step.3 To show how complex and sometimes amusing
3 The chief unions involved are the American Federation of Television and Radio
Artists (AFTRA), the Screen Actors’ Guild (SAG), and the American Federation of Mu¬
sicians (AFM).
these provisions might be, we have the instance of a young woman hired as
a background performer for a swimming-pool scene. She gets paid a daily
rate as a swimmer. If, prior to shooting, she is called upon to get into a bathing
suit to see how she looks, there is a fitting fee. If she uses her own suit, there
is a wardrobe maintenance fee. Having makeup or oil applied to more than
50 percent of her body calls for an extra fee. For diving she gets paid a fee
the rate of which depends on how high the board is.
It costs much more to have an announcer seen on the screen as he
speaks than if he speaks his lines offscreen. There is one rate for a group
singer who sings four bars or less; a higher rate for singing five bars or more.
For such reasons, a producer is careful in deciding how many actors he needs,
and precisely what he really needs each for.
The estimate. The producer’s first real work begins with getting an
estimate of costs. He may send the storyboards to three studios for estimates of
their part of the work, considering, in each instance, the quality of their work
and their skill.
XYZ Corp
N 1
1
3
1
2 4
■ 1
6
1
4 3 2
1
1
PHOO'JCT: 1 4- e 7-12
Breakfast Cereal TYPE EST. DATE RE V IS ION DATE REV.« S
* MO. DAY YR. MO. DAY YR. *
DESCRIPTION: " i;2 |l ,2 |2
13 19-19 19-19
Ill
20-2' 22
0
•DO NOT FILL IN-ECP INFORMATION
35mm film, color PROO. tf CLIENT REFERENCE NUMBER(S)
:60 commercial
: 30 commercial
A TV Production Estimate
EDITORIAL 44 3,250.
MUSIC Stock library score 4b 500.
TALENT: PAYROLL 2 or camera performers, 1 voice over announcer 47 374.
PENSION & WELFARE ( 6.0 % OF TALENT PAYROLL) 47 24.
COMMISSION ABLE **
MISCELLANEOUS
••Write-in appropriate de-
DO NOT
TOTAL COMMISSI ON ABLE COSTS KEYPUNCH 17,673.
AGENCY COMMISSION ( 15 % 0F ABOVE COSTS) 81 2,651.
LOCATION EXPENSE (TRAVEL & MAINTENANCE) 70
EMPLOYER'S TAX ( % OF TALENT PAYROLL) 76 ~ w.—
SALES TAXI 7 % OF TAXABLE AMOUNT $ 3,425* ) 76 240.
NON-COMMISSION ABLE
MISCELLANEOUS
••Write-in appropriate de¬
scriptions and numbers
from list given below.
NOTES: THIS ESTIMATE IS BASED CN PRESENT INFORMATION ACTUAL COSTS OF INTANGIBLE OR UNKNOWN ELEMENTS THAT
ARE PRESENTLY DIFFICULT TO ESTIMATE WILL BE REFLECTED IN OUR BILLING AND/OR IN REVISED ESTIMATES:
Agency_Estimate #_Date
Brand __Studio_
Description_
•PRODUCTION $ •PRODUCTION
Preparation $
CONTINGENCY Set Const., Strike
TALENT+ P&W Set Dressing
MUSIC Props, Materials
RECORDING Studio Rental
ARTWORK Shooting (# Days )
COLOR CORRECTION Overtime Hours ( )
WARDROBE Location Rental, Exp.
PROPS Crew
PHOTOSTATS Crew Travel**
MISCELLANEOUS Director's Fee
Net Total $ Camera Equipment
AGENCY COMMISSION Lighting Equipment
SALES TAX Sound Equipment
PAYROLL TAX Special Equipment
AGENCY TRAVEL*** Wardrobe
Hairdresser
GROSS TOTAL $ Makeup
Raw. Stock (+ Process)
(# Ft. )
LOCATION TRAVEL Animation
Editing
Crew** Talent Aqencv*** Other Rec., Transfer, Mix
# People _ Contract Requirmts.
# Days Optical Costs
Air Fare $ $ $ $ Editorial Labor
Per Diem $ $ $ $ Other
Other $ $ $ $ Net Total $
Totals $ $ $ $ Studio Markup (_%)
Giving item for item estimates of the many elements that could go into TV pro¬
duction. Just reading the list of elements alone gives an idea of the potential com¬
plexity of producing a TV commercial.
Casting and props. The producer may already have in mind whom 441
The
he wants for the different parts in the commercial; he may call a model studio Television
Commercial—
and specify his needs or preferences from their model book. The models for
Creation and
speaking parts will be given a screen test, reading portions of their parts, and Production
a choice will be made. Many large agencies have a casting director for this
task. Meanwhile, the studio property man will be getting scenery and props
together. If shooting has to be done at an outside location, arrangements will
be made.
Monday - Thursday
Bids
August 7 - August 10
Courtesy:
J. Walter Thompson Company
442 Generally, all rehearsals take place prior to the day of shooting, with a
Creating
the minimal crew, to save time and money. On the actual shooting day, a full
Advertising (and expensive) crew is required.
Rehearsals often reveal things that do not work. For example, one may
discover that the copy is too long or too short, or that the performers may need
cue cards to help them memorize and deliver their lines, or a change in the
set is needed.
The rehearsal is a good time to check the products and packaging to
see if they are in the proper shape to meet the client’s standards. It is also a
good time to decide on the most attractive angles from which to shoot the
products.
The producer, director, and cameraman decide on the style of lighting
desired, ranging from soft and delicate to hard and harsh, depending upon
the needs of the script.
Some commercials involve many setups and scenes, complete with
a large cast. Often a first rehearsal is called for in such commercials, followed
the next day by a full-scale dress rehearsal. Performers have to be paid for
wardrobe and costume fittings and rehearsals, but it is still an enormous sav-
ing in the long run not to waste the time and money on the actual shooting day.
The shooting day is the director’s and the cameraman’s day. If all has
been properly planned in advance, the producer can keep his attention on
whether the production is on course, and not have to worry about details. The
studio, the director, and his assistants are really responsible for the shooting
day and its schedule, from early makeup and hairdressing calls to the me¬
chanics of lighting, shooting, and recording sound. Depending on how much
time is required to complete a commercial, the shooting day can range from
eight hours to all hours, but after eight hours the overtime charge goes into
effect.
have opportunity for advancement, and We also know you put a price on these
We know you’d like to further your things. The price is your individuality.
thirty days vacation a year.
education, learn a skill.
880-243-6000
mcowwcttcm» wm>
Today’s Army
wants to join you
VOMVAFn iw ut IIMITFO STATFS »w'
If you’d like to serve yourself, as you Today’s Army wants to join you.
L For the location of your nearest Army
representative, call 800-243-6000,
serve your Country, toll-free.
And now let’s wash. The TEFLON side even starts See, the TEFLON side
off cleaner because almost really is easier to clean.
nothing sticks to it.
m
But the other side ... well, you get the point. Get cookware certified
TEFLON II and be on the
winning side.
Inventory of Commercials:
Disposition of Commercials:
These instructions do not constitute an order for time. Questions regarding time
purchase and/or product allocation should be addressed to the time buyer or your
station representative.
Retail TV Production
443
444 Review Questions
Creating
the
Advertising 1. Give a brief definition, explanation, 5. What are some of the suggestions
or description of the following: for writing the commercial that were
a. Video g. Superimpose discussed ?
b. Audio h. Sound track
6. What is meant by television produc¬
c. Storyboard i. Residual
tion?
d. Opticals j. A rush
e. Wipe k. Rough cut 7. Describe the usual way of producing
f. Freeze l. Master print a commercial with a musical back¬
ground.
2. Describe the three ways of physically
broadcasting a commercial. What are 8. What is discussed at a pre-production
the advantages and limitations of meeting ?
each ?
9. Which commercials have most im¬
3. What is the responsibility of a TV pressed you recently ? What were
producer? their unique features ? What were
the products advertised? What did
4. The book offers nine guidelines to
they tell you about the products ?
the creation of the commercial. How
Would you say the commercials did
many can you describe? Can you cite
a good selling job?
any recent commercials you have seen
that fit into these categories?
Reading Suggestions
1. Meaningful content
The listener must have the feeling that he has gained some infor¬
mational reward out of listening. This information does not have
to be new or startling—it may simply reinforce something already
known.
2. Stimulation of product-plus associations
This refers to the ability of a commercial to arouse thoughts and
feelings that relate to the commercial’s central message. A spa¬
ghetti-sauce commercial should get the listener to thinking about
spaghetti for dinner rather than the size of the tomatoes in his
garden.
445
10 sec.
3. Identification by the listener
musical logo Identification can be established in many ways—the use of dia¬
logues in which the product is discussed, a straightforward presen¬
tation of the product’s advantages, or a unique piece of music that
instantly identifies the product to the listener.
4. Good fit with listener’s expectations
35 sec. CO Commercials scoring well in the results fitted in with the ideas,
body copy c feelings, and images the listener had already built up about the
o
o
0)
product. The commercial must be believable.
(/)
o
CD The Radio Advertising Bureau offers the following guidelines for
good radio copy writing:
10 sec.
—Know what you are writing about.
live tag giving
local retailer —Talk about customer benefits—what is in it for the customer, not
for the advertiser.
5 sec. logo
—Write action words, rather than passive ones.
Analysis of a —Omit unnecessary words.
60-second spot
—Mention the advertiser’s name as often as possible.
—Keep the message simple.
Timing of Commercials
10 seconds 25 words
20 seconds 45 words
30 seconds 65 words
60 seconds 125 words
Commercial Categories
1 Wallace A. Ross and Bob Landers, "Commercial Categories,’’ in Radio Plays the
Plaza (New York: Radio Advertising Bureau, 1969), p. 29.
448 5. Humorous Fake Interview—Variation of the customer interview
Creating
in humorous fashion. Has the advantages of preplanning plus
the
Advertising the interest an interview generates.
6. Hyperbole or Exaggerated Statement—Use of exaggeration, ex¬
treme understatement or overstatement to arouse interest in
legitimate, often basic product claims that might otherwise pass
unnoticed. Can often be a spoof.
7. Sixth Dimension—Compression of time, history, happenings
into a brief spot. Can often be a sequential narrative ultimately
involving listener in future projections.
8. Hot property—Commercial that latches on to a current sensa¬
tion. Can be a hit show, a performer, or a song. Hit is adapted
for product.
9. Comedian Power—Established comedians do commercials in
their own unique style. Has advantages of humor and inferred
celebrity endorsement.
10. Historical Fantasy—Situations or historical characters are revived
to convey product message.
11. Sound Picture—Sound used to help put the listener into a situa¬
tion by stimulating his imagination. Sounds are usually easily
recognizable to facilitate listener involvement.
12. Demographics—Commercial appeals particularly to one segment
of the population (an age group, interest group, etc.) through
use of music, references.
13. Imagery Transfer—Spots reinforce effects of other media through
use of musical logos, or other sound associations identifiable with
a particular campaign for a particular product.
14. Celebrity Interview—Famous person provides celebrity endorse¬
ment of the product in informal manner.
15. Product Song—Music and words combine to create musical logo
as well as to sell product. In style of popular music with orches¬
tration.
16. Editing Genius—Many different situations, voices, types of music,
sounds combined in a series of quick cuts to produce one spot.
Every cut contributes in some way to strength of message.
17. Improvisation—Copywriter conceives situations that might be
good backdrop for a product and then allows performers to
work out the dialogue extemporaneously. Requires postediting
of tapes to make spot cohesive.
AGENCY: DKGinc.
TITLE: ’GORILLA"
1ST: Ah, this is crazy. The zoo should have given us a truck.
2ND: Don't worry. He's chained down good and tight. Just don’t
1ST: You just keep feeding him those bananas and we’re all right.
2ND: Look at him eat. I’d rather clothe him than feed him.
1ST: Look at this gas gauge. Didn't I give you money to fill it up?
2ND: Yeah, but I had to buy a crate of bananas. I only had two
1ST : Ah, now you done it. No gas and a car full of gorilla^
A commercial that combines humor, dialogue, and surprise to lead into the main
message, delivered straight by announcer, and leaves the listener smiling. To see
the contribution a commercial concept can make in delivering a sales story, just
try reading the announcement by itself and see what attention it would hold.
2ND: (NERVOUSLY) Ooooohhh. . . .
Getty Premium.
PRODUCT* Pepsi-Cola
LYRICS
There's a whole new way of living. Pepsi helps supply the drive. It's
got a lot to give to those who like to live 'cause Pepsi helps 'em come
alive. It's a Pepsi generation cornin' atcha going strong. Put yourself
behind a Pepsi, If you're livin', you belong. You've got a lot to live
and Pepsi's got a lot to give. You've got a lot to live and Pepsi's got
a lot to give.
Here is a commercial that uses contemporary music with a catchy tune, and a popu¬
lar singer. The lyrics are sharp, crisp, and directed toward the theme idea, "You’ve
got a lot to live and Pepsi has a lot to give’’ . . . directed to the younger age group
in. appeal, language, and music.
453
Radio Production The Radio
Commercial—
There are two ways of delivering a radio commercial: live and prerecorded. Creation and
Production
They may be combined.
MIRACLE WHITE
Non Polluting Detergent
(contains no phosphates)
(no NTA)
FACT SHEET (no enzymes)
...IT IS SAFE! Its unique sudsing formula gives you powerful yet safe cleaning
results for all your washables without fear of damaging fabrics or washing
machine.
...MIRACLE WHITE NON POLLUTING DETERGENT is effective in both cold and hot
wash water for a clean and bright wash.
...MIRACLE WHITE promises you a clean, bright wash the first time, you must
be satisfied 10(# with the NON POLLUTING DETERGENT or receive double your
money back, details are on the package.
Reading Suggestions
TRADEMARKS
Never before has a good trademark been so important as in this age of self-
service. The trademark directly affects the distinctiveness of the product, and
therefore the ease with which it is remembered, and its sales. The trademark
often becomes the most important asset of a company, growing more valuable
each year. A whole body of law has been developed to protect this property
against infringers. Getting legal protection is the province of the attorney.
However, it begins right with the creation of the trademark itself. Hence, in
creating or considering a trademark, it is important to understand some of the
basic legal ground rules.
What is a Trademark?
439
460 1. The trademark must he used in connection with an actual product.
The
The use of a design in an advertisement does not make it a trademark, nor
Advertising
Campaign does having it on a flag over the factory. It must be applied to the product
itself, or be on a label or container of that product. If that is not feasible, it
must be affixed to the container or dispenser of it, as on a pump at a gas
service station.
pr**?T*? *• %$?
"»•• * x': *'
'P*m ■ &'' &■ & 7*
Trademarks
Forms of Trademarks
The use of a word for a trademark generally gives the owner the right to
express the idea in a variety of ways, as with a picture or symbol (such as the
trademark Green Giant for frozen and canned vegetables, and a picture of a
green giant for the same purpose). The total design can then be carried on
labels, cartons, packing cases, warehouse signs, and gasoline service stations,
both here and abroad. A trademark word or name is more apt to get quick
recognition if it is always lettered in a uniform style; this unit is called a
logotype. A test of a design is whether it is distinctive enough to be recognized
immediately in any size.
In the United States, the first to use a trademark for a certain category of goods
has the exclusive right to it for those goods and for other goods that people
might think he made or sold. To let the world know he is using a trademark,
and to help establish the date he began using it, he can register it in Washing¬
ton with the Patent Office, which has a record of over a half million trade¬
marks. Registration is not obligatory (except for certain gold and silver
products). Federal registration applies only to goods sold in interstate com¬
merce. However, if, within five years, another man can prove, by means of
old ads or bills of sale, that he had been using the trademark prior to the
time when it was registered by another, he would have the rights to that
trademark over the man who had registered it. Nevertheless, most firms apply
Protecting
Trademark Rights
,
The Dow Chemical
Company issued these
instructions to all who
have anything to do
with its advertising.
big S small t, y, r, o, f, o,a,m. (Please)
That’s the way we spell Styrofoam®. Always used correctly. This avoids confusing people
with a cap S. Styrofoam is a registered trade¬ about the true source of a product.
mark for the specific brand of polystyrene Please, hit that capital S when typing
plastic foam made only by The Dow Chemical Styrofoam or mark it UC on proofs. We'd be
Company. So it deserves the initial cap. most grateful. The Dow Chemical Company,
Like all trademarks, Styrofoam should be Midland, Michigan.
for federal registration. There is also state registration for those seeking
limited protection only.
Once a trademark has been registered, it should carry a notice to that
effect wherever it appears, such as ® next to the trademark, or "Registered,
U.S. Patent Office" or "Reg. U.S. Pat. Office," or some similar notice. When
a trademark is repeatedly used in an ad, some firms put the registration notice
on only the first time it appears, to reduce the possibility of typographic
t <1 > y
bugs.
EM i wmmngera
p * Wlpi
I k1 1 j T * ] :aFri k» Ft
To Protect a Great Name
House Marks
Basic Requirements
From the consumer’s viewpoint. With all the changes in packaging tak¬
ing place, certain basic requirements never change. The package must pro¬
tect its contents from spoilage and spillage, leakage and evaporation, and
from other forms of deterioration, from the time it leaves the plant until
the time the product is used up. (How long that might be is an important
consideration.) It must fit the shelf of the refrigerator or medicine cabinet
in which that type of product is stored. (Recently, the Vaseline bottle, which
had been round for generations, was redesigned as a rectangular bottle, to
save room in the crowded medicine chest.) Cereal boxes must fit pantry
shelves. If the package is meant to be set on a dressing table, it should not
tip easily, spilling its contents. The package should be comfortable to hold,
and not slip out of a wet hand. (Note how shampoo bottles usually provide
a good grip.) It should be easy to open without breaking a fingernail, and to
reclose for future use. It should be attractive.
Evolution of the
Coca-Cola Bottle
469
470 From the store operator’s viewpoint. The store manager has addi¬
The
tional criteria for judging a package. It must be easy to handle, store, and
Advertising
Campaign stack. It should not take up more shelf room than any other product in that
section, as might a pyramid-shaped bottle. Odd shapes are suspect; will they
break easily? Tall packages are suspect; will they keep falling over? The
package should be soil-resistant. Does it have ample and convenient space for
marking? The product should come in the full range of sizes and packaging
common to the field.
For products bought upon inspection, as men’s shirts, the package
needs transparent facing. (Puritan Shirts even included a plastic hanger for
the store’s use.) The package can make the difference in whether a store stocks
the item.
Small items are expected to be mounted on cards under a plastic dome,
called blister cards, to provide ease of handling and to prevent pilferage.
Often these cards are mounted on a large card that can be mounted on a wall,
making profitable use of that space. And at all times, the buyer judges the at¬
tractiveness that a display of that product will add to the store.
There are factors other than packaging that may cause a product to
be selected, but poor packaging may relegate that product to a poor shelf
position. Moving a product from floor level to waist level has increased sales
of a product by as much as 80 percent.2 Good packaging can make that much
difference.
Packaging Thinking
Packaging ideas may be generated by men who perceive a marketing need that
could be filled better by a fresh packaging application, or who see in a new
packaging material or method of design the opportunity to develop a new
packaging idea. We discuss a few of these ideas to reveal the range of market¬
ing possibilities opened by packaging thinking.
When what’s left in the package won’t keep until the next time she
needs it, she’s lost money. That hurts. Especially nowadays.
That’s why Kraft never stops working to give her packages that con¬
tinue to protect even after they’re opened.
Kraft American singles are just one example of what’s been done to
cut her food waste down. Each slice is individually wrapped. Many
Cracker Barrel Cheeses have their own plastic bag that reseals pro¬
tectively. Kraft Grated Cheeses come with shaker tops. And Kraft
was among the first to use twist-ofi caps on jelly and preserve jars.
Packaging ideas that make the product. Here we have the famous
"bug bomb’’ of World War II, which came into civilian use in 1947 for
insecticide sprays. In 1969, 2.4 billion pressurized containers were sold, but
only 100 million, or less than 4 percent, were for insecticides. One and a third
billion pressurized units were used for body sprays, ranging from hair sprays
to sprays for athlete’s foot; 600 million units were for household sprays, such
as cleansers; 225 million were for paint coatings and finishes; 88 million were
for foods; and 1.7 billion for other uses—a tremendous convenience in many
fields, born of a packaging idea.5
The roll-on applicator used for antiperspirants created a new way of
applying a product. Aluminum trays, introduced in 1950, created the TV
dinner, by making it possible to heat and serve meat, vegetables, and other
frozen foods in their containers—all packaging ideas.
The above represents the answer to a challenge to bring a unified look to RCA s
12,000 products, of many sizes and shapes, for homemakers and aerospace scientists,
which would convey RCA consistently and avoid a profusion of symbols. The final
design aligns the new RCA logotype and other information horizontally and ver¬
tically in a modern design. The basic colors were red, black, and white.
-V»
'R* -A* w
These are some of the forces from which new packaging ideas arise.
For an up-to-the-minute exhibit of such ideas, a visit to a supermarket can be
most enlightening.
We have now come to the moment of decision in the creation of a new pack¬
age for a product. Package design embraces the entire physical presentation of
the package—its size and shape, the materials of which it is made, the closure,
the outside appearance of its total area, the labeling.
Courtesy: Lippincott
& Margulies, Inc.
Restyling an Entire Line
Though you see close to 100 packages here of different sizes and shapes, you imme¬
diately see a unified harmony of packaging, with each package clearly identified.
Courtesy: Lippincott & Margulies, Inc,
475
476 Walter P. Margulies, a foremost package designer, stresses the
The
fact that a package is not a thing alone. It is something that must fit into
Advertising
Cam paign the marketing goals of a company; it is a projection of a corporate image.
Often it is related to existing products of a company; if not, it may be the fore¬
runner of a line, and must be designed so that its design is expansible to em¬
brace future products. Package thinking is first of all marketing thinking, and
embraces questions such as:
These are but a mere handful of the multitudinous factors that have to be
taken into consideration by those whose job it is to launch a new package.6
We now jump ahead a number of years and perhaps many millions of dollars
in sales for the product we so wisely trademarked and packaged, and whose
merits have earned it many repeat customers. "What’s this?” someone exclaims
"A decision to stay with the status quo,’’ he adds, is as important as the
one to innovate.’’7
However, F. Kent Mitchel, vice-president and director of marketing
A Package Test
When it was planned to modernize the Droste Cocoa package, the two new pack¬
ages on the right were tested against the two old packages on the left. Interestingly
enough, the research showed that people preferred the old packages.
There are federal and state laws regarding packaging and labeling which make
it mandatory, for various products, to include certain information on the
package regarding size and content. The Fair Packaging and Labeling Act of
1966 says:
This is a most far-reaching law affecting packaging and labeling. The Food
and Drug Administration is responsible for enforcing the law as it affects
foods, drugs, cosmetics, and other devices. The Federal Trade Commission
has jurisdiction over "other consumer commodities.
In 1970 the FDA regulations placed on the manufacturer the burden
of submitting data on the safety of food, including the packaging material
with which it may come into contact. In about 25,000 words the regulations
spell out the exact labeling requirements, including the descriptive words that
may be used, and how quantities and volume must be stated; also the exact
size and placing of type, and the background colors.
The Federal Trade Commission has rules about packages designed
I was astonished to discover that as recently as 1965, when the preceding edi¬
tion of this book went to press, the subject of pollution did not loom into
sufficient importance to be mentioned in the text. Today pollution is the chief
subject of concern discussed at all the meetings of the industry. It is a major
topic at women’s clubs. "It will come as a shock and a surprise to most pack¬
agers and suppliers," said a report by Modern Packaging, which had made a
study of 500 consumers in 38 states, "that the general public does not share
their belief in the utility and necessity of packaging. In fact, the public blames
packaging for an enormous—and unjustified—share of today’s waste dis¬
posal problem. . . . Most people believe that packaging accounts for 50 per¬
cent or more of their solid wastes. (The true figure is about 15 percent.) ’’ 10
The industry is deeply involved in problems of recycling and other
waste-disposal techniques. It is particularly concerned about those plastics that
are not biodegradable (that is, that will not decompose and join the soil).
What further restraints on packaging will the law invoke? What disposal
problem might a proposed new container represent? Will people change their
attitude towards packaging? If so, how? And how will it affect their buying
habits? These are questions that remain to be answered.
Review Questions
1. Define a trademark. What is its 3. What are the important legal re¬
purpose ? quirements to keep in mind in creat¬
ing a trademark?
2. Give a brief definition or descrip¬
tion of the following: 4. At times you will see the same trade¬
a. trade name mark used for two different prod¬
b. coined word ucts (Esquire Shoe Polish, Esquire
c. secondary meaning Hosiery). How is this possible?
d. house mark
6. Explain what is meant by the regis¬ 10. Discuss some of the conditions
tration of trademarks. Can you use favoring and not favoring a change
a trademark which has not been in a successful package.
registered ? 11. Describe some of the approaches
7. What are the basic requirements of used in testing packages.
a package from the consumer’s view¬ 12. In what ways do you think eco¬
point? From the retailer’s? logical concerns affect packaging?
8. Can you cite several examples where 13. Find three examples of current ad¬
packaging ideas "made” the prod¬ vertising where the emphasis is on
uct? the package.
Reading Suggestions
482
Courtesy: News Front, Management News Magazine
These are often used in different combinations with each other. How important
they can be in a company’s sales operation is revealed in a report by the Nestle
Company, producers of a long line of food products, that in 1970 spent $23
million in major media, and an additional $10 million in promotion.1
POINT-OF-PURCHASE ADVERTISING
Salad Dressing,
1,919 379 406 866 168 415
Mayonnaise
ALL DISPLAYS
(WITHOUT PRICE
57,587 10,052 473% $18,832 $3,581 425%
CHANGES)
Source: Progressive Grocer, January 1960, pp. 4-7. This is partial list.
markets. The report shows that the sales of products on which there was no
variable except the display increased by 425 percent in dollar income during
that period.4 No wonder the manufacturer keeps hearing a voice from his
sales department saying, "What we need are some good displays!
But the store manager constantly hears a louder voice, saying Beat
last year!" Displays are only one element of the profit-making structure. In
determining which items he will promote with point-of-purchase advertising,
the retailer uses the following criteria.
483
The anatomy of a storewide
During the run of the merchandising test, Del Monte of¬ the same retail and manufacturer advertising and promo¬
fered its annual storewide promotion to the trade, an tion. However, pairs of stores were assigned varying levels
effort that included a wealth of in-store display material of in-store participation to test the selling effect of maxi¬
and a major consumer promotional effort. mum use versus minimum use of point-of-purchase and
Tables show how the featured Del Monte products decorative storewide material.
reacted to store wide activity in markets that made full On the average, featured products sold 153% more
use of the program compared to those that did not parti-, units in stores that made full use of the manufacturer-
cipate. Each type of product featured was analyzed by supplied materials. The conclusion is that while outside
brand so that, for the first time, the net selling produc¬ promotion can give promise of increased sales, the poten¬
tivity of this promotional activity could be established. tial can die at the store’s front door if there is no follow-
All stores in the test panel enjoyed the benefits of through inside.
ceptable. The answers indicated a preference for displays that are simple and
easy to use, that are not too big for the location for which they are planned,
that have a novel idea and good artwork, and that arrive two or three weeks
ahead of the time at which they are to be used.6
6 "The Combination for Display Utilization at the Retail Level,” a report by Louis
Harris and Associates, Inc. (Point of Purchase Advertising Institute, Inc.), 1963.
Ji!
1|. % ** Hi!
11
1 III *
11 1
* Off
wm
Courtesy: POPAI
488 In general, the tests demonstrated the selling power of the heavily
The
traveled front-of-store position, with second place going to first-aisle
Advertising
Campaign and back-aisle locations.
Highly promoted advertised special-priced products and those with
a strong consumer franchise [i.e., consumer following] fare well even
if displayed at locations with less than optimum shopping traffic.
However, impulse products and "low profile” items need to be placed
at the heavily traveled locations to make displays pay off.
When a special display of the merchandise is made (as in a basket)
and if it is featured in retail ads or is special-priced, the chances are
that the shelf sales will be relatively unaffected and might even inch
up during the display period. However, in every case for products
without any advertising or price promotion, shelf movement declined
during the display period (though the total sales for the period are
Changeable Counter
Merchandising Stand
Courtesy: POPAI
much higher). For an unadvertised canned drink item, normal 489
The Dealer
shelf movement dropped from a normal rate of 27 to 19 during the Program
first week of the display and 23 for the second week; meanwhile the
display sold 156 units in the two-week period.
Unless it is a fast-moving seasonal item, the effective life of a display
is brief; beyond the second week it is counterproductive in valuable
space.7
Forms of Displays
Tie-in with other products. This form of display idea suggests the
promotion of other products, related to the one advertised, that the store also
sells. A display of beer suggested pretzels and potato chips. Kellogg’s Corn
Flakes displays featured appetizing dishes of Kellogg’s with berries and other
fruit on sale in the store.
Demonstrating the product. Often the display can invite the shopper
to try out features of the product for himself, by pressing a button, looking
through an opening, or turning a knob. This is especially good for new types
of products.
get rich on
peanuts
...and pretzels
...and potato chips
...and Holland House
NUTS
This trade paper advertisement for Holland House Cocktails shows dealers
how by using this display they can also increase the sale of pretzels and
potato chips. Purpose: to get them to use the display.
492 Getting Displays Used
The . .
Advertising There is great waste in the issuance of displays; the problem is in
Campaign getting them used. There must be a plan, and the retailer should know about
it in advance. The chief burden for getting the cooperation of the store
manager in using the manufacturer’s displays is upon the manufacturer’s sales¬
man who calls upon that store or chain. Many salesmen will also go to extra
effort to make sure that the display is put to good use and stays up as long
as possible. Many displays are not used in department stores and chains be¬
cause they are not in accordance with promotion and/or merchandising policy.
In many cases all that is needed is tailor-making the displays somewhat to fit
the store’s requirements.
PREMIUMS
your set of spoons,and have a long, cool summer! *0® sure include tip code to gucrontee proper deliver. 09« ex¬
pire* * Awgmt 31, 1972. Offer good in «tl slates except where prohib¬
ited, taxed, a? regulated. Please allow op to 4 weeks fat delivery.
—It should not compete with another product regularly in the store,
unless it is a part of the advertiser’s family of products.
—It should be simple to handle and to mail.
The trend in premiums is to offer products of better quality and higher price.
A symposium of the Premium Advertising Association made the
following suggestions:
Legal aspects. A variety of federal and state laws may bear upon a
premium offer. Everything should be cleared by an attorney first. The biggest
legal problem in the advertising of premiums is the use of the word FREE.
A free offer is one to which no cost is attached. If a product is given free with
the purchase of another one, the price of the other product must be its regular
A Study in Premium Offers
price; it may not be increased to absorb some of the cost of the free item. All
conditions of purchase to obtain the free item must be stated conspicuously in
conjunction with the word FREE at the outset. A free offer is not to be
allowed in a trade area for more than six months in a twelve-month period,
according to F.T.C. regulations.
A Contest
\\or<cesltei•sitiiire
Involving Use of Product
a wininei t(inliiidit
Then enter your recipe in Lea & Perrins contest.
IO First Prizes- one for 200Honorable
each of these categories. Mentions:
A Certificate of Merit from Lea &
1. SEAFOOD 5. POULTRY
Perrins acknowledging you as a mem¬
2. MEATS 6. SOUPS
ber of the “Be Original” Culinary Club.
(LAMB, VEAL,j 7. SALADS
[BEEF,PORKJ 8.VEGETABLES Everybody Wins:The Lea &
Perrins “Exciting Ideas” Cookbook.
3. EGGS ft APPETIZERS
4. CHEESE 10. “YOU NAME IT”
CONTEST RULES:
1. Entries must be original recipes using Lea &
Let yourself go in the kitchen with Perrins Worcestershire Sauce, and will be judged
Lea & Perrins Worcestershire Sauce. on the basis of originality, appeal, consumer use¬
It can make almost any recipe into a fulness and accuracy.
winner. Have fun experimenting with 2. Each recipe must be written legibly in ink, or
your own favorite recipes and you’ll typed, on one piece of paper.
see. You can bring out the flavor of 3. Each recipe must (a) bear name and address
all kinds of foods, from chicken to of contestant, (b) indicate category title and num¬
ber in which it is competing, (c) list ingredients
carrots, from salmon to squash. And and exact measurements in order of use, and (d)
add a subtle difference to every dish. give complete directions for combining and com¬
Try it. Then send us your own pleting, including pan size, time and temperature
for cooking.
original ways to use the original
Worcestershire Sauce. There are 10 4. Multiple entries are encouraged in any or all
categories. Entries must be postmarked by July
First Prizes —one for each of the ten 31, 1972.
categories. And you can enter any or
5. Employees of Lea & Perrins, Inc., Creative
all, with as many recipes as you like. Marketing Management, Creative Food Service,
There are 50 runner-up prizes, too. Inc., their respective advertising agencies and
their families may not participate. All entries will
And everybody who enters wins a free become the property of Lea & Perrins and may
copy of the Lea & Perrins “Exciting be altered or advertised without further per¬
Ideas” Cookbook: 77 things to Wor¬ mission; none will be returned.
SAVE 8?
mint
ON CREEN MINT
WITH THE ATTACHED COUPON
S
Take this Lever coupon
to your store
ijn>
w/* ££’V-&'A. c
Soar sfere .
p* 5C 1 Use
Save 5* ! attached New fo/mu'a ooncheU.
Oft pure
WSSSStt’SSS
*AL.,- -
. . . „ .tU....'.o;< »l\i 'its stir
> coupon
— when v
sSSlSs
w-ir !>«i te?f,*«**»*£ * c;us 2C oe! r,owar*
’.b* *»<* a-sount o •>*- JJJPgj {s*c«tt«M'
O
3}
to save 2 ba
m
co-wtee **,’h V r:n
»t« -W '**!?£’
such msw^socs aw-
fnvoxS't'W* **'* ■***.%
O
O
money
C
Sii COtti&H
J3> » " tw rsoematiw •'>'
V}.1< rouptot ■•* S3P-tM«S-
“V
Q
;Z
on new
such ana! ;s Mb „,,iv Te shciKs) sDScihstf- tfttt-
teiaw. oas gos-- a- y «- ’
past. «;«s
,■ bc vQ,a ,f pre-
*<***«
rn«MTA[ pAlMOUVEjmCREMEDLBftlS Pink
r,*"ieS -h'asgb av.s.o. 9^. .^o.-cssnCise,
ah'; an ua! p««» ’*$2®S « « p»w«* co*-
#i«w
^smm
tS«iSS»s;
Whe* vou
anv
0rv Liquid
°~v *Nv size
JSSSS- ds r°-
*■*'
»
tt»6 C00**
S0S «* A« ^
COUPON
good
°NtV °N lvo»y \lQui0 \Ny " ^
hw cONSnrUTes •
Coupons
Each offers cash inducement to buy product.
As in the case of premiums, contests are of no help if the sales of a 499
The Dealer
company have steadily been declining. Something more basic needs correction. Program
Forms of Contests
' ff
Legal Aspects
SAMPLING
Seems as though our sampling program was going great guns for a
hair preparation I then worked on. As we expanded across the coun¬
try, we were capturing a 20% to 25% share of market within four to
six months of introduction. . . .
About halfway across the country, we learned that a competitor was
coming into the marketplace shortly, and so we decided to expand
more rapidly than we originally planned. Unfortunately, advertising
and promotion dollars were not easy to come by. . . .
So I recommended to management what turned out to be a big mis¬
take.
I suggested we cut back our sustaining area advertising budget to a
bare-bones minimum in order to turn up the money for sampling in
the expansion markets. Moreover, I recommended that our introduc¬
tory advertising budget be substantially less in expansion areas than
in the half of the country we had already introduced in, in order to
turn up needed funds for sampling.
The results were depressing, if not catastrophic. We missed our share
objective by 20% in the expansion areas! We did some consumer
research to try to ascertain why. The answer was simple: Although
men tried a sample of our product, they were not convinced of its
superiority, in the way they had been in the original half of the coun¬
try we introduced in. The reason: We did not have sufficient adver¬
tising support to make the sample serve as a see-for-yourself validation
of our advertising claims. The men tried our product without know¬
ing what to look for.
I’ll never sacrifice one element in the marketing mix for another in
the future—without testing the premise first.
Moral: Don’t ask promotion to substitute for advertising.10
10 Reprinted with permission from the January 18, 1971, issue of Advertising Age.
Copyright 1971 by Crain Communications, Inc.
CENTS-OFF COUPONS 301
The Dealer
Program
We are all familiar with the coupons issued by advertisers of grocery
and cleaning items and other preparations—50 off, 100 off, 200 off the price
of a package presented at the shopping center. Think of this as a massive
sampling campaign, supported by the advertising done in behalf of those
products. It attracts new users, brings back into the fold those who have
strayed from the product, and reinforces the attitude of present users as to
the desirability of the product.
The extent of couponing may be surprising. It is estimated that over
800 companies distribute about 10 billion coupons per year, of which roughly
1 billion are redeemed, for a saving to the consumer of about $100 million.
(Although the redemption averages 10 percent, that from direct mail is 15
percent.)11
Coupons are distributed in a number of ways. Many are contained in
the packages consumers buy (subject to FDA regulations in the case of foods).
They may be sent by mail, but because of the high postage costs, it is now
common to share in a joint mailing of coupons with a number of noncom¬
petitive products. Often, coupons are issued through magazines; many adver¬
tisers have the coupon appear as a special insert in connection with their ads.
Coupons appear in the daily newspaper (low response rate), and in the Sun¬
day supplements. The great swing for the distribution of coupons, in the light
of the postal increases, has been to the special loose newspaper supplement.
DEALS
There are two types of deals: consumer deals and trade deals.
Deals may provide the theme for a strong local advertising campaign.
Cents-off deals must meet Federal Trade Commission requirements.
COOPERATIVE ADVERTISING
504
ISlUlg inrun*' liiii inuttm inr /in~i n't
VY
'Y 15 Top Loading Automatic Washes
THIS ENT
AD IS MAT
NEW WESTINGHOUSE This is a 1
line newsp
' TRANSMISSION OF
istinghouse built the
sion (the cause of
pair bills) half again
as those found in
tomatics. It has what
ENGINEERED ID PREVENT This type o
will stimulat
terest in the
Laundry L
DEALER NAME
i 2BIY3S wiSk'gfc j
i! EMBINEEHED1 LMittyi J
'QUiF < COSTLY REPAIR BILLS viriiim
laundy Lzzzg
w~r1m ’Wnrf/J! id Pmrrt T•
Ymilt in\ nnd rhrfir’ nil @ Westuighuukti 1 !
\kstinybouse Hany Dufy 15...TupLacar/ty kutomfayjodjprr- ordTixtiMi/t} Gat Dtyaw
= <ai(r vw •rap
; W3
| W
NEWWE5TINEHQUSE
EafeVTPLlYmjiSHER:
ENGINEEREDTO PREVENT
COSTLY REPAIR BILLS
DOOM
DEALER NAME (DEALER HAfflF)
3. Describe some of the evidence that 10. Describe the role played by cents-
in-store promotional support pays off coupons. In what different ways
off for the retailer. are coupons distributed?
4. Describe the major kinds of selling 11. Distinguish between consumer deals
ideas from which good displays can and trade deals.
grow.
12. Define cooperative advertising, and
5. Based on visits to supermarkets, de¬ discuss its advantages for the manu¬
partment stores, and drugstores, facturer and for the retailer. Its dis¬
what current display ideas strike advantages.
you as particularly effective? Why?
13. From current advertising, find an
6. Distinguish between give-away and example of a contest being promoted
self-liquidating premiums. in media advertising. Of a coupon
offer in media advertising. Of co¬
7. What are the characteristics of a
operative advertising.
good premium?
Reading Suggestions
Hinkle, Charles L., "The Strategy of Sorenson, Douglas, "Three Views of Co¬
Price Deals,” Harvard Business Re¬ operative Advertising,” Journal of
Advertising Research, December 1970,
view, July-August 1965, p. 75.
pp. 13-19.
Long, Durwood, "Selectivity: Key to
Effective Sampling Techniques,” Ad¬
vertising and Sales Promotion, No¬
vember, 1971, pp. 38-41.
22
Appraising
Ads and Campaigns
With all the money being invested in advertising, it is not surprising that
much thought and much money is being spent in seeking to appraise the effec¬
tiveness of advertisements. Every advertiser would like to know which of the
ideas submitted for his approval is best for his purpose. Every advertiser wel¬
comes proof of how effective is the campaign he is currently running. For
these purposes, various research methods have been developed, and new ones
are constantly appearing.
We have pretesting of ads and post-testing of ads. Pretesting of ads
(sometimes called copy-testing) usually means ranking a series of alternate
advertisements before embarking on a major advertising expenditure. Post¬
testing of ads means appraising the effects of advertisements after the launch¬
ing of a major expenditure, to see what can be learned for the next round.
The differences are more in purpose than in technique.
The form of advertising where the sales results per dollar of adver¬
tising expenditure can be traced with the greatest exactitude is mail order and
other forms of direct-response advertising. Where every printed advertisement
carries a coupon or enclosed order form, identifying the source of the order,
and where every TV commercial soliciting direct response gives an address
or phone number by which those replies can be traced, an advertiser knows
exactly how much business was produced for every dollar spent. By means of
split-run tests (which we will discuss further in the chapter on Direct-
Response Advertising), a direct-response advertiser can also test two different
coupon advertisements appearing in alternate copies of a publication, giving
him a numerical basis for judging which ad is the better. Direct-response ad¬
vertising is indeed the most scientific form of advertising.
But measuring the effectiveness of national advertising represents a
more complex problem. The national advertiser knows what his sales are,
day by day, but many influences besides advertising may have helped produce
those sales. Even before his product got on the shelf from which a housewife
bought it, someone had to convince the store’s buying committee to stock it,
and much of the effectiveness of the advertising depends upon the success of
the sales department in getting that distribution.
308
As a product gets more costly, the role of the personal salesman be¬ 309
Appraising
comes also more important in closing the sale. Automobile advertising tells Ads and
about the car and also tries to get the prospective buyer to go to the dealer, Campaigns
who will be responsible for the consummation of the sale. Thus an ad for the
Renault car, headlined "Last year over four million people bought front wheel
drive. Shouldn’t you at least test one?" was targeted to get the reader to go to
the showroom. An ad for Carrier air-conditioning units concludes, "Only a
Carrier dealer can help you decide. To find the one nearest you, look in the
Yellow Pages.” After presenting its attractive Caribbean tours, an airline ad¬
vertises, "Ask your travel agent for our Caribbean tours brochure, or phone
us." Every household-appliance advertisement urges the reader to see a demon¬
stration of the new model at the dealer s. The advertising is designed to interest
the person sufficiently in the product so he will get in touch with the dealer.
The sales of a product may also have been helped by deals and pro¬
motions, price changes, and sales-department drives; they may have been
retarded by the weight of advertising by competition, and their deals and
promotions. How does one properly credit advertising for sales when it is
only one part of the marketing mix in a competitive market?
Many men have sought an approach to the problem of appraising national ad¬
vertising in the light of all these outside influences. Much of the discussion
on the subject in recent years centers around a report, by Russell H. Colley,
prepared for the Association of National Advertisers.1 The thesis of this study
is that it is virtually impossible to measure the results of advertising, unless
and until the specific results sought by advertising have been defined. When
asked exactly what their advertising is supposed to do, most companies have
a ready answer: to increase their dollar sales, or to increase their share of the
market. But these are not advertising goals, Colley holds; they are total market¬
ing goals. Obviously, national advertising alone is not intended to accomplish
this task, but rather the use of it as part of the total marketing effort. The first
step in appraising results of advertising, therefore, is to define specifically
what the company expects to accomplish through advertising. The report de¬
fines an advertising goal as "a specific communication task, to be accomplished
among a defined audience to a given degree in a given period of time.
As an example, the report cites the case of a branded detergent. The
marketing goal is to increase the share of industry from 10 to 13 percent. The
advertising goal is set as increasing among the 30 million housewives who own
automatic washers the number who identify brand X as a low-sudsing deter-
Differences of Opinion
On the other hand, there are those who "deplore the general acceptance of
measures of advertising short of sales or purchases; they frown on communi¬
cations measures as the sole criterion.’’3 Yet even these critics concede that
the effectiveness of communications in general is more readily measurable,
and for a given expenditure is more reliable, than sales alone.
Awareness
Was the advertisement seen?
Was it linked to the advertiser?
Recognition tests (of print advertisements) and recall studies
(for television commercials) are the most frequently used methods
of testing individual and combination ads along these lines.
Awareness
These reports are made weekly or monthly for the magazines studied.
On the following report, the key figures are the "Seen associated"
figures in the first and second columns on the left. Among men, the auto¬
motive ads ranked highest. Among women, food, clothing accessories, and
household furnishings ranked high; automotive ads ranked low confirming
the facts that a person’s total interest in an ad depends upon his interest in the
product.
The Starch Reports are used by advertisers to learn how well their advertisements do in getting attention and in being read, in
Courtesy: Daniel Starch and Staff
Copyright. 1964 by Doniel Starch and Staff
LU
r.
U O pH CNJ pH ao CM CM ao in in pH pH in CM in pH pH pH CO CO pH O' 4) O r~ pH
CM in 4> >* in in CM pH pH «4- pH pH CM 4- 4 <M CO pH pH 4* CM
> 0. S ,2
QC <D o
LU «
co o o Z
O 0 O O 0 0 O 0 0 O O O 0 0 O O O 0 O 0 O O O O O
o
Q) 2 o cm ro CNJ CO pH in in r- 0- in pH O' <n r- pH O 0 4* >0 00 in CM
at Ot
3 to pH CO CM p-4 pH CO »—4 pH CM pH pH
X in
CO w Z
Cd QC
LU pH >4- in in cm CM r- r- ^ ao in pH 0- CM ir\ 0 'O r~ 4* pH rH >D 0 4 £ £ Z - ot
Q . C ro in in in sf vO CM pH CM co <N (M CM CM in pH <5<ks
Q c
< <d
u
< co 83-SiS
LU CO <
Cd u pH CM CO CM 'O o O *” ^
-t O CO >0 0 0 CO 00 0 <r ^4 pH pH 00 co ao OO >0 4* CO
t- o in in in ao CO 0 CO pH ao O' ao O' in pH CO pH O pH r- in r- 0 4) in
< co rH pH pH pH pH pH CM CM pH pH pH CM pH pH CM CM pH
Q£
LU t-
o
o 4 GO 0 >0 pH vO ■4- 0 00 CO pH in CM in CM CM nO 4* O 4- pH in 4)
c ro m in ro «4" >0 CM pH CM <11 ^ CM CM CM pH CM 4 pH
co
P CO a
QC oc Uf
LU UJ O O o r- 0 -1 O ao r- in 0 O 00 < 0 in nO pH pH r- O' CO O' sO 0 CO 0
> Q z s o in in O CO •4- O >fr CM co O' 00 00 in CO f—4 pH 0 O r- O CO co CO
Q < pH pH pH pH pH CM ^4 pH pH pH CM pH *H CM pH pH
< UJ
0- r- in pH O'
4
pH O O 4 4) 00 in CM
3
X rsi ro CNJ CO in in CM h- r-
u Z < 20 * pH pH pH pH pH p-4 CO (M pH pH ro —4 «—4 CM pH
QC UJ
< o
X Q
f— in CO O O' CM CO 4 -0 O 4 co in
CO o r- 0 CO ao 0 rsj O' 0*1 pH O r* 0 O'
jC UJ 58 * ro CNJ pH *-« cm 1—4 co '0 CO CO SO O' p- 4 4 CO r- 41 4- O CM in
to < pH
co
ot:
a 4* in CNJ 0 in pH CO O' CO o- CM CM CM O' O' r- CM "0 00 O CM CNJ
< 4* CNJ CNJ ^ m CM >4- >o in h- CO CO pH ao 4- 4* 4* O' h- 4 CM 00 CO in
at O pH pH
z
Q>
9
4
7
rH r- r- O' CO CM co O 0- M* vO pH NO in NO CO O r- vO O O 4- CO O O
c CO CO CO pH <3 <r in CM pH CM CM in co vD co CM CM in in ro 4J NO u a o
S £ _ “o c
£ ?>
0 in in ao 00 in O co co ao ro CO CO in in 00 ro in CO CO in 00 ao CO CO
< -5 O r>- CO ao r- in pH sO CO ^4 pH pH CM CM 00 pH r- pH pH CM ro ao pH pH
4* CM CO pH pH CM ^4 pH pH pH
CO “
S4
Z
< pH rH CO vO 0- CO O'
at pH pH i-h 0 0 00 cm r- pH ro vO CM in ao NO O' CO
O CNJ CM r—4 pH no in CO CM in 4* CO CM in ro pH CO in 4" co 0 in
Z o J
<
co ro O vO co CO O CM CO O -4- ro s0 CO rH CO pH pH 4* 0 co in 4* O' pH
in pH pH co in CO in CM CO O ao O in O' 0 ro O' ro 0 in O' p—4 CO
< £ “ CM i—H pH r-4 pH pH pH pH pH pH pH pH
at
o
z
i—4 r- r- CO O ao n- cm CM r- ro 00 in O' CO O O' ro cm r* 4 0 vO O
ASSO.
<jj
SEEN-
UJ CO CO co rH CO CM C0 pH CM CM ro pH CM 4* co pH CM co pH
#
CL *4-
at
■4- 00 00 CM O (*• pH pH in ro 0 O' CO 00 in CO O 0 4* pH in O
< CO CO CO in M- in CM CM >4- CO 4* CM co ro CO pH CO in co CM CO co pH pH
UJ
at 5 *
Z
a 0 0 0 0 0- pH 0 pH in CM 0- sO r- in CM NO pH in in in pH pH 4- pH pH
0 20 o' CNJ pH p-4 pH pH pH
I
°J zo „ 0 O' O' CO 0 O O' f*- pH O (M pH in CM 4* r- ao 4 ro co O' h- vO in CO
%,* in in m CM -4- pH CO pH CM CM ro pH 1—4 CM CM CM CM pH pH
P „ CO <
C J a
* -0 CNJ »-4pH cc >o h- sr 0 0 CO r- co 4* ao r- rH CM h- r- O CO O' O' ao 4
e o
0) 41 in, SO 4) CM <4- pH CM CM CM CM ro CM pH CM CO pH CM CM CM pH ^4 pH
a. dc o *
z
Among men, a one-page, black-and-white ad for Volkswagen had 513
Appraising
the greatest number of readers per dollar—81. In the same issue, a Mercury Ads and
four-color bleed ad had only 49 readers per dollar. A Necchi Sewing Machine Cam paigns
ad got 100 readers per dollar among women, compared with a Singer products
ad that received only 5 5 readers per dollar.
These reports must be compared over a period of time to draw any
final conclusions about the ad’s ability to get attention. They give no clue to
the further reaction of the people to the advertisements; that calls for other
types of research.
The testing method Starch used is called aided recall. There is an¬
other testing method called unaided recall. These two methods are widely
used in TV research: "Did you watch the Chrysler program last night?"
(Aided recall) "What programs did you watch last night?" (Unaided recall)
The chief usefulness of such tests is in learning not merely what percentage
of viewers remember seeing the commercial, but what percentage of these
carried away the message about the product that the advertiser was trying to
convey. The two tests are frequently combined.
PLAYBACK PROFILE
% Respondents
* * * * * *
Descriptive Mentions:
Reference to blue mat/boy at table illustration 42
Reference to pink flower/pink mat illustration 26
Reference to yellow mat/mat on tray illustration 26
Reference to package/package in cart illustration 16
Mention blue border 1
Favor to product (excluding users) 94
Disfavor to product 3
Favor to ad 13
Disfavor to ad - 1
Average number of ideas per respondent 5.7
goal of ads: The ads were tested in terms of the interest they had
for a housewife, and how much conviction they carried.
Observe, this was not a test of which ad the housewives "liked best,”
but of which ads interested them the most, and left them feeling
most convinced of the claims made.
DOES WHAT
A WHOLE NEW IDEA
OTHER AUTOMATICS
It washes by recipe IN WASHING CANNOT
Even with the fussy fabrics-you set it once and walk away I Kelvin,
actually inv*nl«0 a ne* \yU»r
A'osi astonishing ot an me ne»
kelvinator IS more completely
any dilactive port during the first year alter Ot wishing with importanl automatic and Handle man me
Here is th* first washer tMt is automate lor ah Ipilike other aitomitcs * ined program
purchase and lor any Active drive matJsanism advantages you won't Imd m ineti program automatics ol Agitator tjpot drive and
oashtrs Kefvmetor has all the oash limes,
ItKCWin m your wash not iusl some part during the neil lour yoars These are the any oine' washer Inert is an tolly n handles every wish policy ol never making a change | crankshaft, sealissf"biy
•ashing speeds and water temperatures you reed automatic pre SC'uttoing cycle washer and pad assembly boot
Up to noo. when you 0W *11 your spttsel thirygy
to do everything right and •! has them auto
mehcelty Along oith it all. come lint filters,
drive mchamsm parts oh<h are ewered lor
live yoars Agitator toot, drive and crankshaft,
catted me wag c Minute whicn
eliminates pre *• rubbinq by
cottons o' tmens Inere is
•astefully iusl for change's
sake or iust because another 1 seal lube and seal assembly
| pulley and bearing assembly
you stood over your washer. wetting lor cycles to never a need to slop the me year has gone by instead
•pirate dispensers AAagc-Mirute Pre-sc rubbing saai assembly oasher and pad assembly boat nano there is a different kind right or Iflt hand spring
cn*ng# Then you made ell those special idiust-
»*nts by hand Or else. you |ust trustod erery
and a vary spec ui value COM Constant sail tube and i«i assembly pulley and
bearing assembly right or lilt-hand spring
ck washing action catted ureo
turbulent Washing wruch
Chine and cnange cycles by
nano even io< special
Kelvinator s energy — and
! lunds — are directed toward
or provide
a new pari loc any 0 a«ti*f 1 thrust washer towe* bearing
i ban bwannq. and bottom nous
base Improvement This mean* not oasting continued product improve part during the Iirsi year alter
thinq to I toesh-end-weer" cycle ohch tr«ts money making yaerfy model changes just lor the thrust oasher looer bearing, ball boaring, energiyes the water to do the purchase, a-— — » -- - mg assembly Replacement
menls improvements made v>->—•
<11 special tabre* eactty alike Their washing sake of change It means building vwrthonile and bottom housing assembly Replacement C loaning Most oIRf' «ulO- avaiiaOle to me ouOlic as soon drive mehemsm part during and service call tabor and
instructions shoo you noo wrong this is' developments into wery Kehnnetor as soon as and service-tali labor and transportation a maiK washers still beai me | mey a>e tested and approved me neat lour years These are ' Iran.porlation ol the parts it
the parts, it any, are the responsibility oi me clothes back and lortn »iih a the Jn»e mehenism oaris any are the responsibility
thty're teslod and appepved
How dtfftrtnl with this Kefvmetor' It his th« Customer hard surtacad agitator 'he EXTRA VALUE THE 5-YEAR the Customer
kelvinallX method is so much
port act washing rec tpe lor any fabric you'n
hy Look at ties Vyaer parts ^xrardeo The Super-Cycle more efficient it can even wash i FOR YOU PARTS GUARANTEE! ^ .1. urt i/imatod
uuty to odsh You «oii throo simp*# sotting* i tne Super Cycle Kflvmato' is
The Super-Cycle KELVINATOR
walk ewwy <nd your Kefsnnator dots <11
th* rest. all by itsod
Kehnnator will repair or provide a n» port lor Kelvin ator without tearing it a product of Constant Basic
Interest.26% Interest.33%
Conviction .33% Conviction .52%
Trouble-free Kelvinator
washergivesyou
5 Yearfree parts Guarantee!
Compare the
EW
KELVINATOR
1
At last An automatic washer so trouble-lree
Kelvinator backs it with a spociai S-Year Free
Parts Guarantee In addition to the standard
one-ybar warranty on the entire washer
Kelvinator gives you a lull lour year Replace¬
ment Plan on drive mechanism parts H any
pari tails due lo materials or workmanship
Kelvinator provides a replacement pari tree
ol charge 1
A/o other washer
deans dothes so
thorough ty yet
so gent/y!
Every day. new washing rules? Nevermind. This new Kelvinator
will always do Them all. and do them right
Kelvmalor's Deep Turbulent *oshing developments that result in a better product com* to you as soon
True, there are more fabrics new wash 'n wears more diflerant
aclion cleans clothes so thoroughly washing instructions than ever as they'ra fully teslod and approved
even grimiest collars and culls come
true an autometic wesner with Tned programs can t foftcMw •tsl of all Keivinetor gives you th *. S-year ports guarantor
out spotlessly clean yet it *oshes all me different instructions So you stand over the machine,
out all soil and gnme so gently you Kelvinator will rapair or provide a n*w part lor any defective part
bring you changing cycles by h*nd during thi first yoor after purchase, and for any dofidlvi drive
can trust your sheerest things m
.... a.../ tmorovemeni ”'*!
i the new Kelvmalor In fact, tests
Now here's the news no metier how tussy the febric the new
Kelvmalor has all the washing combinations to do the whole k»
michanism part during th# ne*t four years This# ari tha drive
mechanism parts which art covered lor fn* yiirs AgiUtor boot,
i pur * “J"1
i snow Kelvinator can even wash a
■
itself You m*«*Thr** simple settings and that's all' dr.ve and crankshaft seal assembly. washer end pad essentofy
paper nap«in without tearing it! boot seal tub* and veal assambty pulley and bearing assembly
Other unusual things you'll love about this Kelvinator
r.ght or left hand spring, thrust washer lower bearing, ball
Interest.45% Interest.14%
Conviction .51% Conviction .21%
Courtesy: Kelvinator Company
Advertising Agency: Geyer, Morey, Ballard, Inc.
518 Attitudes
The
Advertising
Campaign The degree of a person’s change in attitude toward a product can be
measured. Usually it takes a number of ads over a period of time to change
an attitude toward a product, but some change can take place even after one
ad, and this change lends itself to testing.
Various methods have been set up for testing attitude changes within
the span of a single TV commercial. In one theater testing plan, women are
invited to watch a thirty-minute film program, which includes commercials
other than the ones being tested. They will be awarded a shopping bag of
products, and before the test begins, are asked to choose the products they
would like. After the film showing, they are again asked to prepare a list of
what they would like. (The amount of the products is large enough to warrant
thoughtful consideration of the brands.) By comparing the "pre-” to "post”
preferences, the relative effectiveness of the commercial can be weighted. This
test can be repeated with other groups, with alternate commercials.
Attitude changes are much more readily observed after exposure to
a series of ads in an advertising campaign. We shall treat their measurement
further when we discuss campaign evaluation.
Action or Trial
test.
The research covers a four-week period within the three stores. During
that time, 19 items and their substitute products were studied under
various selling situations.
The test of each particular product was carried on in three segments.
1. Test period number one (the normal week)
a. The test product is sold from its normal shelf position at the
regular price and is not promoted.
b. Its substitute products are also sold from their normal shelf
positions at regular prices and receive no promotion.
2. Test period number two (the display week)
a. The test product is given special promotion and display. In
some cases the test product is also placed on sale.
b. Its substitute products are sold from their normal shelf posi¬
tions at regular prices with no promotion.
3. Test period number three (the third week)
a. The test product is once again sold from its normal shelf
position at its regular price and is not promoted.
b. The substitute products are sold from their normal shelf
positions at regular prices and are not promoted.
The results. The results of the various display weeks are condensed
into a single display week in this study. The normal week is used as
the base period. The results of the display week and the third week
are compared with it.
Effect on the sale of all Items on display. Unit sales of all items in¬
creased an average of 772 percent and dollar sales increased 673 per¬
cent when the test products were sold from end-display racks. Every
product tested in this study had at least a 100 percent increase in unit
sales from its normal weeks’ sales. The percentage increases range
from a high of 5,841 percent for canned cherries to a low of 115
. percent for cereals.4
4 George J. Kress, The Effect of End Displays on Selected Food Products Sales,
abridged ed. A study at the Graduate College of The State University of Iowa, for the Point-
of-Purchase Advertising Institute, Inc., 1961.
520 Appraising Campaigns
The
Advertising
Campaign We are now speaking of appraising a whole nationally advertised campaign,
rather than just an individual advertisement. For determining how effective a
job it is doing, we again refer to the communications spectrum, except that
we now apply a different yardstick and different measurement research tech¬
niques. The chief questions in which we are now interested are:
Awareness
Do consumers know my company or brand?
Knowledge and understanding
What major characteristics are associated with the company or
brand?
Attitudes
How does my company or brand measure up in terms of consumer
preference?
Action—Sales
How many consumers have tried or are using the brand? What
sales were generated by the campaign?
Awareness
Now we move on to ask not only whether the person recognizes the
brand or company name we are talking about, but what it stands for, if any¬
thing, in his mind. What has its advertising said to him? This is the bench¬
mark—the standard of comparison. Then, after the campaign has been run,
another research among a matched group measures the difference in these
categories. This is the measure of the degree to which the advertising has de¬
livered its message.
We have an interesting report of a research in the awareness of a
company and knowledge of its message, conducted for the Weyerhaeuser Com¬
pany, which had long been advertising in magazines, and now added tele¬
vision to its schedule. The company wanted to know what the TV advertising
was doing in getting the company and its story better known. They ran a
control test before the TV advertising began, and again after it had been run¬ 521
Appraising
ning for six weeks, with the following results. (This was only one part of the
Ads and
total research.) Campaigns
Percentage-Point Change
Before-and-After Interviews
Control TV PROGRAM
(before TV program) (after)
5 Rosser Reeves, Reality in Advertising (New York: Alfred A. Knopf, Inc., 1961),
p. 13.
of items in a drugstore. In the market with the television ad, even when
respondents didn’t give the exact figure of 25,000, the guesses were much
higher—from 10,000 to 27,000. Thus the campaign was regarded as having
fulfilled its communications objective.6 This case also proves the usefulness
of making tests at the communications level, when direct reaction in the form
of sales cannot readily be traced.
Some advertisers wish to probe deeper than just about having their
message understood; they would like to know how well it is believed and
accepted.
The Abex Company is a large manufacturer of industrial control
equipment. It began in 1902 as the American Brake Shoe and Foundry Com¬
pany; that name was changed in 1943 to the American Brake Shoe Company.
But the company greatly diversified the range and scope of its activities, with
many divisions under their own names, and in 1966 it became the Abex
Company, to give itself a chance for a better image of its many activities. The
company was particularly interested in telling the story of its new status to fi¬
nancial analysts and other members of the business community, and it launched
an advertising campaign in Time, Newsweek, The Wall Street Journal, and in
other media in the chief metropolitan financial centers. There were three
main points it sought to convey in its ads, as quoted below. The table opposite
is the result of one part of an extensive research, designed to find out how ef¬
fective the advertising was in delivering the message. This advertising repre¬
sented the Spring half of a one-million-dollar campaign. Wave 1 represents
the report made before the advertising campaign started. Wave 2 represents
the report after the advertising had run for ten weeks. The difference in the
figures is a measure of the effectiveness of the advertising in telling the story.
The research method used was as follows: 402 analysts in three differ¬
ent cities, names scientifically selected for sampling purposes, were interviewed
by phone just before the advertising began. (Wave 1) The same steps were
taken with a matched group of analysts in the same cities at the end of this
Spring flight of advertising. (Wave 2) This is known as a matched-set com¬
parison test. The findings in this test were as follows: the differences between
Wave 2 and Wave 1 reflect the impact of the advertising.
Attitudes
Action—Sales
PRODUCTS TESTED
.
EAST
PITTSBURGH 1/3 MAG. 1/3 MAG. ALL TV ALL TV ALL MAG.
CENTRAL
CHICAGO 1/3 MAG. ALL TV ALL TV
NOT ALL TV
DETROIT ALL TV 1/3 MAG. 1/3 MAG. TESTED ALL MAG.
WEST
SAN FRANCISCO 1/3 MAG. ALL TV ALL TV 1/3 MAG. ALL TV
LOS ANGELES ALL TV 1/3 MAG. 1/3 MAG. ALL TV ALL MAG.
Research Guidelines
Conditions conducive to research. "As a rule of thumb, in judging whether
measurement of results is possible and how comprehensive such measurements
can be, the following axioms may be helpful,’’ said the National Industrial
Conference Board. To the report, which follows, the writer has added some
comments in italics:
Reading Suggestions
Axelrod, Joel N., Choosing the Best Ad¬ tisements,” fournal of Marketing,
vertising Alternative. New York: January 1967, pp. 64-66. Also in
Association of National Advertisers, Kleppner and Settel, Exploring Ad¬
Inc., 1971. vertising, p. 273.
Barton, Roger, "Are Awareness, Atti¬ Haskins, Jack B., How to Evaluate Mass
tude, and Behavior Related?” Media/ Communications. New York: Adver¬
Scope, January 1968. Excerpted in tising Research Foundation, 1968.
Kleppner and Settel, Exploring Ad¬ Mayer, Martin, The Intelligent Man’s
vertising, p. 111. Guide to Sales Measures of Advertis¬
-, Handbook of Advertising. New ing. New York: Advertising Research
York: McGraw-Hill Book Company, Foundation, 1965.
1970. Palda, Kristian S., "The Hypothesis of a
Business Week, "Why Business Is Hierarchy of Effects: A Partial Evalu¬
Spending Millions to Learn How Cus¬ ation,” fournal of Marketing Re¬
tomers Behave,” April 18, 1964. Also search, February 1965, pp. 13-25.
in Kleppner and Settel, Exploring Ad¬ Palda, Kristian S., The Measurement
vertising, p. 260. of Cumulative Advertising Effects.
Campbell, Roy Hilton, Measuring the Englewood Cliffs, N.J.: Prentice-Hall,
Sales and Profit Results of Advertis¬ Inc., 1964.
ing: A Managerial Approach. New Ramond, Charles K., "Must Advertising
York, The Association of National Communicate to Sell?” Harvard Busi¬
Advertisers, Inc., 1969. ness Review, September-October
Colley, Russell H., Defining Advertis¬ 1965, p. 148.
ing Goals for Measured Advertising Robinson, Patrick J., Homer Dalbey,
Results. New York: Association of Irwin Gross, and Yoram Wind, Ad¬
National Advertisers, Inc., 1965. vertising Measurement and Decision
Freeman, Cyril, "How to Evaluate Ad¬ Making. Boston: Allyn and Bacon,
vertising’s Contribution,” Harvard Inc., 1968.
Business Review, July—August 1962, Schwartz, David A., "Measuring the
p. 137. Effectiveness of Your Company’s Ad¬
Gordon, Howard L., "Yes, Virginia, vertising,” fournal of Marketing,
Research Helps Make Better Adver¬ April 1969, pp- 20-25.
Smith, Gail, "How GM Measures Ad Data,” in Changing Marketing Sys¬ 331
Effectiveness,’’ Printers’ Ink, May 14, tems, ed. by Moyer, Reed. Chicago: Appraising
Ads and
1965. Also in Kleppner and Settel, American Marketing Association,
Campaigns
Exploring Advertising, p. 277. 1968. Also in Kleppner and Settel,
Starch, Daniel, Measuring Advertising Exploring Advertising, p. 289-
Readership and Results. New York: Wheatley, John J., Measuring Advertis¬
McGraw-Hill Book Company, 1966. ing Effectiveness: Selected Readings.
Twedt, Dik W., "How to Plan New Homewood, Ill.: Richard D. Irwin,
Products, Improve Old Ones, and Inc., 1969.
Create Better Advertising,” Journal of Young, Shirley, "Copy Testing Without
Marketing, January 1969, pp. 53ff. Magic Numbers,” Journal of Adver¬
Wells, William D., Seymour Banks, and tising Research, February 1972, pp.
Douglas J. Tigert, "Order in the 3-12.
23
The Complete Campaign
We are now ready to take a new product and place it on the market. By
asking questions, we bring together many of the elements we have discussed.
The answers will influence the steps we take.
The Product
Does the product work? The first questions include, "Is the product
a good one? Has it passed all the government tests for such a product? Is it
technically sound? If it is mechanical, will it work properly in the hands of
the average consumer? If the product is chemical, is it effective under the
normal conditions of use?
A well-known grocery company with a bakery division produced a
frozen doughnut that won over competition in severe taste tests. The com¬
pany had good standing with the trade, and the product received good dis¬
tribution and was launched with a sizeable TV schedule. The first reports of
movement off the shelves were encouraging, but before long, widespread
complaints came in about the taste; the doughnuts came back from all sides.
The product had to be withdrawn from the market. What went wrong? Much
time was spent trying to get the answer. Finally they traced the source of the
trouble: the tests had been made when the doughnuts came fresh from the
freezer, but when they were sold through the trade there was a time lag in de¬
livery, on the grocers’ shelves, on the trip home, and in the buyer’s freezer
until they were served. In that interval there was a change in the chemistry of
the doughnut, resulting in a bad flavor.
Is the product in step with the times? Here we speak of the social cli¬
mate, which affects our ideas of the kinds of values we seek in products. On
this subject, Guy M. Minard, Chairman, Kimberly-Clark Corporation, said:
552
increasing amounts. ... It was natural to assume that business could -533
The Complete
continue to live up to its highest calling simply by giving more and Campaign
more goods to more and more people.
However, today’s consumer will tell you in very convincing terms that
quantity is not enough, and that quality of goods and the side effects
of production and distribution also are important. Individual demands
must be dealt with—demands having to do with unit pricing, packag¬
ing, product safety, advertising claims, warranties, quality control,
and other issues such as the handling of by-products of production
which result in pollution and disposal problems. . . d
We are aware of the constant changes in tastes and styles. What is the
trend for this type of product? Is it being replaced by something better? Or
because of changes in living styles? Or technology? (You may recollect the
report that sales of spray starch have been going down ever since drip-dry
synthetic fabrics came along.) Is it part of an increasing trend, or of a waning
one? Is there any economic or legislative threat that might affect the ability
to produce and sell this product? (As this is being written, detergents with
phosphates are being banned from Chicago.)
Apropos of the entry of the Ralston Purina Company into the health-
food market, Advertising Age has this to say:
While health foods have been recording a slow, but consistent, growth
for nearly a decade, consumer interest in such products has accelerated
recently due to a combination of social and environmental pressures.
One of the strongest of these pressures is the new food attitudes of
many young people which lead them to raise questions about some as¬
pects of modern food chemistry and to seek more natural foods.1 2
Of every new product, one should ask, "Is time with it or against it?’’
The most important decision you will ever make about your advertis¬
ing is: "How should I position my product?”
Should you position Good Seasons Salad Dressing as a gourmet’s de¬
light, for people who appreciate its subtle blend of herbs and spices?
Or as a product which competes with bottled salad dressings?
1 Guy M. Minard, "Business and the Consumer: A Value Gap,’’ from The Presi¬
dents Forum, Winter 1971, published by The Presidents Association. Reprinted by Kimberly-
Clark Corporation. Neenah, Wise.
2 Advertising Age, July 31, 1972, p. 2.
534 Should you position Shake’n Bake as a new flavor for chicken? Or as
The an easier way to get old-fashioned "fried-chicken” taste?
Advertising
Campaign The results of your advertising will depend less on how it is written
than on how it is positioned. It follows that the positioning must be
decided before the advertising is created.
We positioned Hershey’s oldest product, Hershey’s Milk Chocolate
Bar, as the market leader. Familiar, warm, friendly, "the great Ameri¬
can chocolate bar.”
We positioned Hershey’s newest product, their new Rally Bar, as "the
Hershey-covered hunger-stopper.” 3
Not all advertising men agree that positioning is the most important
element in the success of a product, but none would deny that it is one of the
most important of these elements.
The first step in grooming a product for marketing to the consumer is to give
it a trademark. It should meet the requirements previously discussed (Chapter
20)—that it be distinctive, short, simple, easy to pronounce, and that it meet
all legal requirements for registering, including those of not being descriptive,
confusingly like other trademarks, nor deceptive.
Is the product to be trademarked one of a family of existing products,
or is it to be the beginning of a family of products? That may affect its choice.
Likewise, we ask if the package is to be one of a family of packages.
Are its sizes right to meet the demands of the market, with possibly a size
for the "singles” buyer? Does it take advantage of the latest technology in the
field? Does it represent a pollution problem? Is it important to feature the
house name in addition to the trademark? Does it contain all the mandatory
information called for by the law? The package design must meet the com¬
petition of other products in its class. It can be pretested before making a
final selection, to see how it compares with the packages of competition, and
to see also how various designs compare with each other, to select the best
one.
There are many elements that go into setting a price. If this represents a new
type of product in the pioneering stage, there is no base for price comparison.
It could well be on the high side if it is really unique. The task is to establish
the product quickly, before imitators and other competitors move in. Products
in the competitive stage usually move into established price ranges for goods
of that type and quality.
If the product is a new type of product in the pioneering stage, how large
is the potential sale for it? How much educational work will have to be
done to create interest in this kind of product? How much in sales will be
needed to defray developmental costs? Can the product be protected by patents
in order to prevent competitors from quickly moving in (which they will do
as soon as the product shows signs of success)? If not, does the company
336 have sufficient resources to move swiftly in order to get distribution and es¬
The
tablish the product before competition gets going?
Advertising
Campaign Lestoil was a new-formula cleaning product that was introduced by a
small company in New England, where it proved very effective and successful,
overtaking many established cleansers. The plan was to do a thorough mer¬
chandising job in New England and move into other markets. When Lestoil
was ready to enter other markets, they found that other preparations like Les¬
toil, produced by well-known companies, were already there, and dealers had
no interest in Lestoil, which was not then known in those markets.
If the product is in the competitive stage, does it fit into a category
that can support a profitable market? What is the total volume of business
being done at this time? Is it growing or waning? How many competitors are
there, and how strong are they? What are their weaknesses? In some fields, a
few companies do most of the business, and a large list of others scramble
for the rest. Would this be one of those fields? What share of the market
would one hope to get? Is there some idea or plan that would make it possible
for a newcomer to make a place for himself despite the priority and the ad¬
vertising of others?
Is there any part of the country that especially favors this type of product?
Is there any overlooked ethnic group that might offer opportunities for market¬
ing efforts? Who buys the product? Men, women, or children? Who makes
the decision to buy in a household? What are their significant demographic
characteristics? Is it sex? Age? Income level? Home ownership? Or what do
these prospects have in common that would enable one to identify them as a
group? In addition to considering buyers in general, it may be desirable to aim
for the heavy users of the product. If so, the message and the medium can be
focused on a specific audience. Cereal manufacturers love homes with lots of
children; soft-drink manufacturers love homes with high school teenagers.
Will it be sold through the usual retail trade channels, or will it be by exclu¬
sive distributorships, or house-to-house salesmen? In the first case, the adver¬
tising will be designed to get people to go to any dealer for the product, as
is the case for most nationally advertised goods. In the second case, the ad¬
vertising may be focused on encouraging the prospect to go to the distributor s
showroom for demonstration (as in the case of a car), or getting in direct
touch with him otherwise. If it is to be sold at home by a salesman, as in the
case of encyclopedias, it may call for direct-response advertising to get leads.
What Is the Seasonal Factor? J>37
The Complete
Campaign
Are sales affected by the season, as with sunburn preparations, for example?
Then the schedule can begin in the South in the winter, and move to the North.
Or anti-freeze, for another example; this might start in the North and move
south. Soft drinks sell all year round, but the peak sales are in the summer.
Advertising schedules for seasonal products usually begin before the advent
of the season.
Hoover.
Helping you has made us
a household word.
-539
Meeting Specific Selling Problems The Complete
Campaign
In addition to these broad problems that affect the product, depending upon
the stage in which it finds itself, it is reasonable to expect that every product
will have its own special selling problems, ranging from apathy to active
prejudice. We are now called upon to establish the specific strategy that will
get action despite, or perhaps because of, these obstacles. The following ex¬
amples might illustrate this facet of advertising thinking.
a Promotional Idea
Movies without
movie lights. Product News Provides
Campaign Idea
Kodak XL
movie cameras.
Ektachrome 160
movie film.
To create ffmerchandising packages” of a variety of services. To in¬ 543
crease flights on their planes, airlines advertise entire "packaged tours," in¬ The Complete
Campaign
cluding plane fare, hotel accommodations, meals, and sightseeing, to various
parts of the world, for varying lengths of stay, all for a set price (except extras,
of course). This strategy of making your product part of something bigger,
offered as a unit, is particularly good in the service field.
Up to now we have been discussing what to say. Now we deal with how
to say it. To summarize all that was said on the subject in the discussion
of creating advertisements: Have sharply in mind what you want to com¬
municate; then say it in as fresh, interesting, and clear a way as you can. Try
at least three different ways of doing this before you select the one to use.
In the case of TV and radio commercials, begin with the ending, and let your
imagination loose on how to get there.
He who deals with media deals with money. He allocates funds to different
media in different proportions. His decisions determine the number of
messages that will be delivered per dollar, to whom, and how often; his
judgment directly affects the cost/profit ratio of a marketing program.
There is great opportunity for creative and courageous media selec¬
tion, not always following the crowd in choice of media, use of space or time,
and timing. There is also great variability in what a media man can get for
his dollars in the purchase of time and space.
344 Getting the Budget and Campaign Approved
The
Advertising In presentation of an advertising proposal to top management for approval,
Campaign
it has been found wise to set out with a statement of the company’s mar¬
keting goals. They may be to launch a new product, to increase sales by X
percent, to increase its share of the market by Z percent—or whatever the
marketing target may be. Next follows a description of the philosophy and
strategy of the advertising, with the reasons for believing that the proposed
plan will help attain those objectives. Not until then are the advertisements
or the commercials presented, along with the media proposal and the plans
for coordinating the entire effort with that of the sales department. What are
the reasons for each recommendation in the program? On what basis were
these dollar figures arrived at? On what research were any decisions based?
What were the results of preliminary tests, if any? What is competition doing?
What alternatives were considered? What is the total cost? And finally, how
may the entire program help contribute to the company’s return on its invest¬
ment? These questions are the kind that those who control the corporate
purse strings like to have answered when they are asked to approve a total
advertising program.
Once the budget and campaign are approved, we come to the task of actu¬
ally producing the advertisements and the commercials, and all the trade
promotional material, and buying the space and time. The biggest problem
at this juncture of the effort is invariably coordination and timing, and these
call for good advance planning.
The sales force always looks forward to the annual announcement of the
company’s newest plans and may gather for the event at a convention-like
meeting at the home or branch office. There, everything may be set up on
a stage under wraps, with all the excitement characteristic of the launching
of a new venture; finally, the new product and the new advertising campaign
are unfurled to view.
Sometimes the launching of a new campaign is done with the aid of
a closed-circuit television presentation from the home office to the different
branch-office meetings, to which the dealers might be invited. At other times,
the men are all brought in, along with the main distributors, and given a
theatrical presentation with music—as with the automobile companies and
makers of household utilities. Or it can all be done on a modest scale; the men
are called in to the sales manager’s office, and the advertising manager tells
of the advertising program.
Usually a kit of the various advertising material will be prepared, with 545
which the salesmen are able to show all the details of the hew campaign to the U <romplete
dealers on whom they will call.
The Big Day comes! The campaign is released. The advertising is released.
The tension of getting up the campaign is released ... but not for long.
Soon the question comes up, How are we doing ? ’ For this purpose we
have available a variety of appraisal plans. The chief lesson to be derived
from all appraisal efforts is this: before spending any money on advertising,
lay down the ground rules as to exactly what the advertising is supposed to
accomplish, make sure these goals are reasonable, then test the results against
that bench mark.
Background
Northwestern Mutual Life policyowner for 38 years. Mr. Oelman today has eleven policies with NML.
ROBERT S. OELMAN, Chairman and Chief Executive Officer, The National Cash Register Company, Dayton, Ohio
21-900 (68-4) This statement and photograph appeared in an advertisement. Those who appear in
the program do so voluntarily and in the public interest and receive no remuneration.
One of the Famous "Karsh” Portrait Series that Ran for 20 Years
348 Role of Advertising at Northwestern
The
Advertising An exploration with company and advertising agency people of the question,
Campaign
"What is advertising supposed to do for the company?" revealed several
major roles for NML’s advertising. First, particularly from those associated
with the field selling effort, advertising is seen as a sales support, a door-
opener, a preselling tool that sets the stage for a more favorable reception
for the agent. Related to this is a second major role—namely, to instill a
favorable image for the company among its selective prospect groups. A third
is to reinforce "warm feelings” on the part of present owners. From these
(especially the first two), and also from the level of spending, emerges a
fourth role—to sustain and improve the morale of the agents.
No one, however, claimed a direct selling role for advertising. Perhaps
for this reason, advertising was called into question by some as possibly a
waste of resources. Yet a number of arguments were put forth as to why it
was important to advertise:
—Because competitors do it
—Because NML is a major national firm in a major industry
—Because agents like it (especially when they like the ads)
—Because it’s an efficient way to communicate the company’s favorable
characteristics to many prospects simultaneously
—Because we don’t know what would happen if we stopped
Impacts
Target Audiences
The principal group to whom the company’s advertising had been addressed
was prospective buyers. These were further defined into "prime prospects”—
well-educated men, 21-35, in upper and middle social classes and in occupa¬
tions similar to those of present policyowners. (This represents only about 5
percent of the public.) It was agreed that prospective- and present-owner
publics were the most salient audiences for advertising, and that a successful
job with these groups would lead the agents to react very favorably too. For¬
tunately also, there is considerable overlap, in terms of national media, in
reaching prospective- and present-owner audiences, since the demographic
characteristics of the former have been defined largely in terms of the latter.
Several basic questions were raised about target audiences: Within
the prospect group, were there subgroups to whom more emphasis should
be given? Was there more about the non-demographic aspects of prospects
that might help communicate to them? Was enough being done to reinforce
the company’s image with present owners? Were there additional audiences
to whom advertising should be aimed?
330 The company concluded that:
The
Advertising
Campaign —Greater relative emphasis than in the past be put on reaching pros¬
pects not among the "primes,” since the field force focused al¬
most entirely on the primes.
—More work be done to get insights into the qualitative nature of
prospects (within the key demographic groups).
—Life insurance advertising still focuses in large part on the need for
life insurance and on selling achievements of agents; yet con¬
sumer research (including the Yankelovich industry study) indi¬
cates that most consumers seem to recognize the need for in¬
surance, and that they feel "threatened” by really good salesmen.
—In the context of the 1970’s, consumers want to feel that they are
capable of being good judges of, and wise buyers of, insurance;
buying insurance is one of the important financial commitments
that today’s consumer wants to make on what he sees as rational
grounds.
—There are clear emotional connotations of insurance (e.g., "care of
loved ones”), but the buying decision is seen as one involving
careful consideration (compared with buying a brand of canned
peas).
NML had traditionally emphasized magazines in its media plan. This was
viewed as making excellent sense, in the light of the positive attributes of
magazines for insurance advertising. (Competition uses magazines heavily
also.)
The principal arguments for the kinds of magazines NML has used
are as follows:
After the company and agency executives had completed their review of past
and present advertising, they moved forward to try to develop a new adver¬
tising campaign. In the course of their work on the advertising content, the
unusual media opportunity arose—namely, partial television sponsorship of 553
the 1972 Summer Olympics. Although expensive (over a million dollars), the rhe ComPlete
TV Olympic sponsorship would provide an exciting setting for the new cam- ^ ^
paign. It also measured up well on reaching the target demographic groups,
particularly the non-prime prospects whom the company wanted to reach
through its advertising. Finally, the Olympic sponsorship was seen as highly
exciting and merchandisable to and by the agents. Thus, the decision was made
to go into TV with the Olympics.
At this point, work continued on the campaign itself. Using the inter¬
view information from policyowner and non-owner groups, seven major
themes were developed by Northwestern’s advertising agency, the Chicago
office of J. Walter Thompson Company.
Theme Testing
Bench-mark Study
Along with the development work on the new campaign, the company also
planned a two-stage research study to help assess the impact of the campaign.
The research was to be conducted with a national sample of college-educated
men in the 20-40 age range. The questionnaire focused on awareness of vari¬
ous major insurance companies, preference (in terms of having a policy with
them or calling them if considering a policy), desirability of particular attri¬
butes of insurance companies (such as size, low expenses, and so on), recall
of advertising for various companies, and ratings of NML on particular at¬
tributes.
The same study was planned to be conducted both before the Olympics
and shortly after. In this way, the company thought it could assess the impact
of the Olympics campaign on its target group’s awareness of and attitudes
toward NML and the advertising.
NORTHWESTERN MUTUAL LIFE INSURANCE COMPANY
1972 SUMMER OLYMPICS
"Size Seven’’--One of Ten Commercials Produced for the Olympics
ft®
RAY: I was just down the street talking to Tom He pulled out about a hundred snapshots of him Hmmph ... you know it’s kind of funny how when
Armstrong about his new boy. and the little guy’s only six weeks old. a man has his first baby, he starts thinking about
the future and protection.
Anyway, Tom asked me if I’d recommend any life You know what he says to me? No, I was thinking Well, he looked puzzled. So I told him, “North¬
insurance companies. “Sure,” I said, “Northwestern of one of the big ones. So I came back with “Well, western Mutual is the seventh largest life insur¬
Mutual Life.” how does size seven feel, Tom!” ance company in America and it’s over a hundred
years old.”
Then he wants to know how come they're number They’ve been too busy making sure their life in¬ ANNCR: Northwestern Mutual Life ... The Quiet
seven and he never heard of them. So I tell him surance is the best around to spend much time Company . . . that people have been talking about
it’s simple. talking about it. for over 100 years.
Results
Bisquick
A case report on giving new life to an old product
This is the story of General Mills’ Bisquick—old and new—a story that em¬
braces 38 years of consumer packaged goods marketing experience with the
product. It’s the story of the rebirth and revitalization of a declining brand.
Background
Courtesy General Mills, Inc., James S. Fish, Vice-president, Advertising and Market¬
ing Services.
cakes continued to be the mainstay baking items for which Bisquick was used. 339
The Complete
It also recognized that despite the volume generated by these end-product Campaign
bakings, little true homemade-biscuit-baking consumption was being pene¬
trated by Bisquick’s convenience mix. For instance, in the southern part of the
United States, where 70 percent of all biscuits are consumed, Bisquick had
virtually no penetration and did an insignificant proportion of its volume
relative to the biscuit market potential. Bisquick had been considered in 1965
the best of the variety baking mixes, but had never delivered a product that
the Southern housewife, in particular, found acceptable for basic biscuit
bakings.
The potential of penetrating the biscuit market with a reformulated
Bisquick product was so significant that considerable research effort was ex¬
pended in the South to determine what constituted a good Southern biscuit.
Key characteristics of good Southern biscuits were lightness, tenderness,
fluffiness, and moistness. With this information, and with considerable market-
potential and financial-implication data developed, General Mills’ product re¬
search was directed to develop a reformulated Bisquick product that would
provide the consumer with a superior-quality end-product biscuit—superior to
all other ways of making biscuits. This biscuit from Bisquick obviously would
have to be lighter, more tender, more fluffy, and more moist, with better
overall taste and texture than any other homemade-recipe biscuit could be.
In 1966, New Bisquick was launched into three Southern markets, in test, to
determine the viability of penetrating the Southern "scratch” market. The
reformulated product was viewed just as though it were one of General Mills’
new-product introductions. The Bisquick test-market experience in the South
was outstandingly successful: In its first full year in test, the product delivered
25 percent more volume than it had in the preceding (pretest) year. Further,
in the second year, an additional 18 percent volume increase was generated.
At that point, the overall results for the brand showed an increase of 45 per¬
cent in deliveries, 20 percent in consumer market share, and 42 percent in per
capita consumption of New Bisquick. There had also been a jump of 14 per¬
cent in sales of the entire product category, reflecting the fact that the "scratch”
part of the market had indeed been penetrated. Bisquick’s test had clearly
been successful, and on the strength of these results, the brand was rolled
into the entire southern United States.
Northern Expansion
The success of New Bisquick in the South raised the question to management
of whether New Bisquick should be introduced into the North. The old formu¬
lation’s brand situation in the North, although not similar to its former one
You get a full fifteen cups of Betty Crocker’s package!) How else could you make so many good
most versatile mix in this new Family Size Bisquick. things so easily?
Enough to make all the good things shown above, Save time, trouble and money with new Family
from one box! (You don’t have to stop with these, Size Bisquick. It's not only thrifty but extra conven¬
either. Directions for many other tasty treats on the ient. Bigger size means less chance of running out!
The Old
360
NOW A COMPLETELY NEW BISQUICK!
MAKES BISCUITS LIGHTER, FLUFFIER
HAN SCRATCH oryourmoneyback
New Bisquick Buttermilk Biscuit Mix is here. With 4) You gay no more than you’d gay for the best
four good reasons to stop making scratch biscuits: scratch biscuits.
1) You get a special, lighter flour stores don't sell You’ll say new Bisquick biscuits are lighter, fluf¬
So your biscuits turn out lighter than scratch, fier, better eating than your favorite scratch bis¬
2) You get a livelier leavening stores don’t sell. cuits. Or,your money back, if not completely satis¬
So your biscuits turn out fluffier than scratch. fied, mail box lop (with price mark) to General
3) You get an at most-instant formula far easier Mills, Inc., Sox 200, Minneapolis, Minn.
than scratch. Just add water and 3 minutes' P.S, New Bisquick also makes delicious pancakes,
fixing time. waffles, shortcake—and other favorite bakings.
The New
Retrospective
By the early 1970’s, it was clear that New Bisquick’s introduction, South and
North, had made a significant positive impact on volume. In 1971 and 1972,
the brand enjoyed its best years and is continuing to operate at high marketing
levels.
Three conclusions can be drawn with application to consumer
packaged-goods marketing:
Reading Suggestions
The advertising agency has long played an important role not only in the
ever-changing advertising scene, but in American industry; and more recently,
in world industry.
Just what does an agency do? How does it operate? What is its role
today in relation to advertisers and to media? To understand these matters, it
is well to begin at the beginning.
History
Early Days
Space Salesmen
1 James Melvin Lee, History of American Journalism, rev. ed. (Boston: Houghton
Mifflin Company, 1933), p. 74.
567
568 by the papers might be reduced before the bargain was struck to $50.” 2
Advertising
(Today we call that "negotiation.”) Soon there were more agents, offering
Management
various deals.
Wholesalers of Space
amount by haggling.
of placing advertising -- with the copy, the art work, the plan
living in my home town, won a prize for an ad, wrote copy for
copy. There I met Ralph Holden, and from that association sprang
the name of the old firm of Calkins and Holden. I am now more
Cordially,
An Historic Letter
"All of this I have seen, and part of which I have been.’’ A letter from
Earnest Elmo Calkins, one of the pioneers in the advertising agency busi¬
ness, written three months before his death in 1964.
570 the agencies, Calkins & Holden of New York and N. W. Ayer & Son of
Advertising
Philadelphia, went a step further: They put writers on their staffs, along
Management
with artists, and offered advertisers a comprehensive advertising service, in¬
cluding preparation of a plan, creating the advertisements, producing them,
and placing them—the emergence of what is called today a "full-service”
agency.
The advertising agency has been a great and continuing force for the
use and application of advertising. It provides a team with a variety of ex¬
periences in meeting marketing problems through advertising, and in creating
advertising. For a new advertiser, it provides a place to which an experienced
advertiser can turn for a coordinated operation that can swing into action quickly.
1900-1917
1919-1945
This period saw the end of World War I, ten years of boom, an eco¬
nomic crash in 1929, a depression that lasted until World War II, and a post¬
war boom. Among the highlights that affected the agency business were these:
In the 1920’s:
—Automobile production and advertising set new highs.
—Much advertising for electric refrigerators, electric shavers, air con¬
ditioning, washing machines, and other appliances.
—Radio arrived.
1945-1956:
—This was the post- World War II period, with consumers avid for
the goods they had not been able to get during the war; with
manufacturers anxious to use their expanded production facili¬
ties and new technologies for peacetime products. The GNP
moved to new highs, as did disposable income. Television
emerged as an explosive new advertising medium. Between
1946, the first year after the war, and 1956, the volume of ad¬
vertising tripled—from $3,364 million in 1946 to $9,905 mil¬
lion in 1956.4 And agencies grew in number and volume, and in
services rendered. The multiplicity of these services becomes one
of the elementary discussions of the agency compensation system
in the 1960s.
There are about 5,770 advertising agencies in the United States today, doing
an annual business of about $7 billion, and employing about 75,000 people.
This analysis of the composition of these agencies is illuminating:
In other words, 1,500 agencies do 92 percent of the business. The other 4,200
agencies do 8 percent. The largest agency of all, the J. Walter Thompson
Company, does a world business of over $774 million annually. On the other
hand, the 4,200 agencies in Group C average less than a half million dollars
4 Ibid.
.572 in billings per year. Half of these do less than $100,000 per year, representing
Advertising j-jie many 0ne- anc[ two-man shops handling mostly the varied advertising
Management J 1
needs of local advertisers.5
V. P. Creative V. P. Account
Services Services
Courtesy:
The American Association of Advertising Agencies
Traffic Account Exe
574
Board of Directors
President
V. P. Marketing V. P. Management
Services & Finance
Personnel
376 one to handle the residual-payment records and other business records related
Advertising
to media. He may work with independent media services in the planning
Management
and purchase of media, especially TV and radio time, as we will shortly
describe.
The research director. Early in its work, the agency will require
research to define its marketing and copy goals; later research will also be
used to appraise the effectiveness of its advertising after it has appeared. The
agency may work through an outside research consultant and organization. In
some agencies, research and media planning are coordinated under one man.
The plans hoard. Many large agencies will have a plans board,
called by various names, consisting of the senior members of the different
departments, who review all new campaign proposals before they are sub¬
mitted to the client, to make sure that the strategy represents the best thinking
of the agency. In smaller agencies, the heads of the agency usually keep close
supervision of the output.
Can anyone open an office and call himself an advertising agency? Yes, and
we have already seen how many one- and two-man shops regard themselves
as agencies. But an agency will not get a commission for the advertising it
places in media unless these media "recognize” it. (Newspapers pay no com¬
mission on local advertising, which they handle directly at a low rate.) To get
recognition, a new agency usually must show that it has business to place; it
should demonstrate competence in advertising; and it should meet the financial
requirements of the media’s credit departments. Every medium decides for
itself whom it will recognize as an accredited agency. At first the agency may
apply directly to that local or trade medium with which it wants to place some
business. Or the agency can apply for nationwide recognition among media
by applying to their respective national trade associations, who perform the
credit-checking function for their members.6 Upon the association’s recom¬
mendation, its members usually recognize the agency and allow it commission
on the business it places.
In addition, the magazine may offer a 2 percent cash discount on the $850, or
$17, for prompt payment. The agency then bills the advertiser $1,000 and
passes on the $17 publisher’s cash discount on the cost of the space, for
prompt payment by the advertiser.7 The same procedure applies to newspapers,
which also allow 15 percent. Television and radio allow 15 percent, but do
not, as a rule, allow a cash discount. Outdoor allows 162A percent agency com¬
mission.
The agency commission applies only to the cost of space or time. It
does not apply to the cost of producing the material for print for the ads, or
the production of commercials. The agency usually bills production expenses
at actual net cost plus a service charge of 17.65 percent (which is 15 percent
on the gross), subject to prior agreement with the client.
Agency Compensation
The action of the Department of Justice came just about the time that a
number of large advertisers were becoming restive with the entire philosophy
of the advertising-agency compensation structure. They felt that the system
whereby the agency got its chief income from the media the advertiser used
was not logical. It did not recognize that there could be a difference in the cost
to the agency of handling two accounts of the same size. As an alternative,
7 The agency does not give a discount of its 15 percent commission, as that repre¬
sents a payment for services for which cash discounts are not customary.
8 The American Association of Advertising Agencies likewise signed such a con¬
sent decree, agreeing not to make a no-rebating stipulation a requisite for membership.
578 they suggested that the total agency compensation for handling the account
Advertising
Management
be separately negotiated between the advertiser and the agency, and that the
commissions the agency gets on that account be credited to the advertiser.
(Before the consent decrees, that would have been called "rebating,” and not
sanctioned.)
The fee idea was not new. Industrial and medical agencies, whose
commissions on the low-cost trade-paper space were not adequate compensa¬
tion for their work, had long worked on a minimum-fee basis. Even adver¬
tisers who had been on the "commission” system invariably paid a service
charge on production and other special services, so that as a practical matter,
there has always been a separate agreement between agency and advertiser as
to how the agency was to be paid. It wasn’t until the early 1960s that a
prominent agency announced it agreed to handle a major account on a com¬
pletely free basis. Negotiated fee arrangements are more common now, vary¬
ing widely in what the agency is to do for how much.
"If any generalizations can be made regarding the comparative costs
of agency service under fees and commissions,” said the Association of Na¬
tional Advertisers in its report on the subject, they would be these:
Four developments in the late 1960’s gave birth to another new structure in
advertising—the in-house agency. First was the pressure by large advertisers
for ways to save money in their total advertising operation and to improve
the special type of service they needed.
Second was the quest for creative talent wherever an advertiser could
find it. Sometimes advertisers found fine work being turned out by a small
agency, which they could retain on a fee basis, just for that work. Soon there
appeared on the scene men who got together to form just a creative service,
generally called a boutique. Among them were men who had made their mark
in big agencies; also, while working for agencies, did moonlighting on other
assignments.
The third factor was that numerous agencies made some of their
services available on an a la carte basis (also called a modular basis). Some
agencies would offer to place the ready-made ads (prepared by the adver¬
tiser) for a percentage of the 15 percent commission they received from the
media.
The fourth development was the appearance of independent media
services, especially in the field of television and broadcasting, prepared to
handle as much of the total media operation as an agency or advertiser de¬
sired.
Thus an advertiser could, if he wished, buy his creative work from a
creative service, buy his media through a media service, and place his adver¬
tising through a recognized agency that would charge only a small part of its
commission for clearing the ads.
But it takes internal coordination and a considerable amount of skill
to handle such an internal operation—which is referred to as an in-house
agency to distinguish it from the full-service house agency or the full-service
outside agency. Such an arrangement is suitable, if at all, for large advertisers
only, as it takes a sizable appropriation to warrant the cost of hiring talent
capable of handling such an operation, and to keep it busy full time.
Advertisers using an in-house agency may do so on some of their
580 projects, as in the case of a new product on which they wish to keep fingertip
Advertising
control, and continue to use independent agencies on other assignments,
Management
either on a full-service or a la carte basis.
Competing Accounts
The relationship between client and agency is a professional one. The agency
will share many of the client’s confidences, often including plans for new
products. Therefore, a full-service agency will not, as a rule, accept the adver¬
tising of products in direct competition with those it is currently handling.
This has led to many conflicts in this age of conglomerates, when a client may
buy a company one of whose products competes with one the agency is pres¬
ently handling. When two agencies consider merging, the first question is,
Will any of their accounts conflict? This subject also presents a problem in
dealing with free-lance creative services.
Virtually every large American agency has branch offices in the lands where
their clients conduct their international business; there are such branches in
88 countries throughout the world. A report of the five leading agencies
whose stock is publicly owned disclosed that in 1971 profits on their inter¬
national operations averaged 44 percent of their total profits.10
Having branch offices also serves as a defensive step for agencies. If
an agency does not have a foreign office to serve an overseas client, that adver¬
tiser will turn to the branch office of an agency that does have such facilities,
opening the door to that competitive agency to take over the main American
part of the billings—the largest of all.
However, setting up a foreign office involves more than setting up a
branch office within the United States. Each land is a different market, with its
own language, buying habits, ways of living, mores, business methods, market¬
ing traditions, and laws affecting business. In recognition of this, most
American agencies wishing to operate abroad make some financial arrange¬
ment with a successful agency, purchasing a majority or minority interest.
On the question of manning such an operation, Business Week reports:
Instead of trying to staff the foreign agency branch with some of their
own personnel, American agencies usually appoint a top management man
at the head of the overseas branches, then regularly gather the key members
of their international offices at the main office for an intensive seminar on the
philosophy and operation of the agency, for them to carry back and adapt as
they, see fit.
30 Loeb, Rhoades & Co. (New York), Industry Survey, May 1972.
11 Business Week, September 12, 1970, p. 81.
382 Review Questions
Advertising
Management
1. Give a brief description or explana¬ 3. Discuss the primary functions of a
tion of the following: full-service advertising agency?
a. full service agency
4. Describe the major responsibilities of
b. collateral services
the account management director. Of
c. traffic department
the creative director. Of the media
d. plans board
director.
e. agency recognition
f. 1956 consent decree 5. Define agency commission and ex¬
g. fee system plain how the system works. What
h. agency of record is and is not included?
i. agency network
6. Distinguish between the house
2. What were the steps taken by N. W. agency, the in-house agency, and the
Ayer & Son, and the Curtis Publish¬ independent agency.
ing Company, that placed the adver¬
tising agency in a new role ?
Reading Suggestions
Advertising Age, "The Centennial of search, May 1968, pp. 177—180. Also
the J. Walter Thompson Company," in Kleppner and Settel, Exploring
December 7, 1964. Advertising, p. 310.
American Association of Advertising Loomis, Carol J., "Those Throbbing
Agencies, A Handbook for the Ad¬ Headaches on Madison Avenue,"
vertising Agency Account Executive. Fortune, February 1972, p. 103ff.
Reading, Mass.: Addison-Wesley
Lowndes, Douglas, Marketing: The Uses
Publishing Company, Inc., 1969-
of Advertising. Elmsford, N.Y.: Per-
Barton, Roger, ed., Handbook of Ad¬ gamon Press, Inc., 1969.
vertising Management. New York:
McGraw-Hill Book Company, Inc., Television Age, "Agency Presidents
View the Next Ten Years,” June 3,
1970.
1968, pp. 21-22. Excerpted in Klepp¬
Calkins, Earnest Elmo, Modern Adver¬
ner and Settel, Exploring Advertising,
tising. New York: Appleton-Century-
p. 318.
Crofts, 1905.
Gerson, Irving B., Tomorrow’s Adver¬ Weiss, E. B., "The Shape of the Agency
tising "Agency.” Chicago: Gerson, Business Beyond 1980," Advertismg
Howe & Johnson, Inc., 1970. Age, June 26, 1972, p. 61. This is
the first in a series of ten monthly
Hower, R. M., The History of an Ad¬
feature articles on the future of ad¬
vertising Agency, rev. ed., Cambridge,
vertising.
Mass.: Harvard University Press,
1949. Wyman, S., and Herbert Maneloveg,
King, William R., "A Conceptual "Agency Service: A la Carte or Full
Framework for Ad Agency Compen¬ Fare," Advertising Age, February 7,
sation," Journal of Marketing Re¬ 1972, p. 49ff.
25
The Media Services
One of the most significant changes in advertising in many years has been
the development and acceptance of media services, which appeared on the
scene in the late 1960’s.
Background
There had long been an industry created by entrepreneurs who had developed
a plan for acquiring large blocks of radio and television time at low prices,
through a barter arrangement (which we will discuss later), and selling that
time below card rates. They came to the advertiser from the time-selling side.
But in the 1960’s, a new breed of men came into the field—most of them
former senior executives of large agencies—who set up independent media
583
CONFIDENTIAL MARKETING DATA FOR Sound media plans—ones which can be
solidly documented by logic and media
1. PRODUCT. 2. Date:
III. 6. MARKETING OBJECTIVES (Pis, describe briefly the two or three objectives you feel should govern the product s strategy e.g.
a) Where advertised must use competive pressure;
b) Color a must):
a)
b)
c)
IV. AUDIENCE (Pis. check primary and secondary audiences by categories shown):
* Nielsen
V. GEOGRAPHIC SALES (Pis. first show percent of product's sales by its sales territories, secondly your best estimate of
how percents would fail if best potentials by sales territories could be realized.)
%
Tot.
12. Territories: 100.0
584
Vi. SEASONAL SALES (Pis. repeat same procedure as in V):
1st 2nd 3rd 4th Grand
J F M Tot. A M J Tot. J A S Tot i i 0 Tot. Total
15. % Sales:
16. % Potential:
VII. COPY (Pis. check copy lengths and sizes available for consideration):
Other
VIII. MEDIA
18. Reach & Frequency (Pis. check the relationship of reach to frequency you feel most pertinent to this product):
Reach more important Reach less important Reach and frequency equal
19. Competition (Pis. list share of market, advertising budgets and distribution among major media of product and its three
largest competitors):
Prod. 100.00
A. 100.00
B. 100 00
C.
100.00
IX. 20. OTHER CONSIDERATIONS (Pis. check other items which must be considered in constructing this media plan):
d others
SIGNED:
CLIENT
SIGNED:.
VMIPARTNER
585
386 services, performing whatever part of the total media operation an advertiser
Advertising
or agency might require—planning, scheduling, negotiating, verifying. The
Management
chief service featured by most of them was at the pocketbook level, in negotiat¬
ing the purchase of time on behalf of the advertiser . . . and thus the inde¬
pendent media services were born.
The heads of the media services believed they could save the adver¬
tiser money by operating with an experienced staff of negotiators and media
technicians, concentrating on media function only. They also felt they might
be able to save agencies money in handling some phases of their own media
operations. Upon their ability to make good on this challenge rests the survival
and success of the independent media service.
The advent of these services was also in response to the quest of
some advertisers to retain specialists to handle their work, operating on an
in-house-agency basis. Some advertisers also saw that competition in media
negotiations would result in the best rates for the advertiser—and media
services represented competition to the agency’s media department.
1. When initial media planning is being done. The service may de¬
velop the plan for the agency or advertiser, or the service may
counsel them in the development of the plan from its specialized
knowledge of media usages and media rates.
2. When the media plan is ready to be executed, and the media buying
is ready to be done. If the media service has developed the plan,
then after approval by the agency or advertiser, it proceeds to
purchase the media schedules according to the specifications. If
the plan has been developed by the agency or advertiser, the media
service reviews the specifications of the plan and agrees to accept
responsibility for purchase of media schedules that will meet the
specifications.
After the media buys have been made, the media service provides the
agency or advertiser with summaries of the media schedules purchased and
estimates of the audience delivered. Generally, the media service will also
verify schedule performance (by means of television or radio-station affidavits
or print-media checking copies), check on preemptions and make-goods, and
pay the media. Some of the media services will also provide the agency or
advertiser with a "post-buy analysis," documenting the audience delivery of
the media schedule according to syndicated research-service measurements of
the media schedule as it ran. Generally this is what agencies do also; the media
services try to do it better.
Compensation 587
The Media
Services
There is no standard method of compensation. Each service makes its own
arrangements with the advertiser or the agency, based on the services it is
to perform. The media still pay the agency commissions. Two arrangements
are current examples of methods being followed: One is a set fee based on
total billings; another is an incentive arrangement, such as the following:
The fee the buying service earns comes out of dollars saved. This means all
specifications and objectives must be met prior to a fee’s being earned. An
example of an incentive arrangement is as follows:
1. Once all objectives have been met for budgeted dollars, the first
5% of all dollars saved reverts to the buying service.
2. The next 10% of all dollars saved reverts to the client.
3. Thereafter, all dollars saved are split 50-50.
4. The agency commission is paid on gross media cost.
Grey Advertising agency, which has used independent media services in con¬
nection with its own media operation, offers the following suggestions on
using media services:
1. Media planning must be very specific. It must spell out all facets
of the buy. It must insist on spot-by-spot reporting to avoid averag¬
ing within or between markets. The number and spread of stations
to be bought must be specified. The method of estimating rat¬
ings should be agreed upon in advance. Merchandising require¬
ments should be spelled out, and documentation of all facts and
costs should be insisted upon.
388 2. All post-buy analysis should examine in depth how closely the buy
Advertising met all specifications set up in the original plan, such as delivery
Management
of target audiences, achievement of estimated rating goals.
3. All checking, including affidavits fvom stations, station logs, etc.,
must be cavefully done. Checking and evaluating should be done
over an extended period of time. One flight alone is not a sufficient
test.1
Barter
Barter is another way for an advertiser or agency to buy time below card
rates. It has nothing to do with media services; it is an alternative method,
which works on a completely different principle. We discuss it in this chapter
as a matter of convenience only.
Long before barter, as practiced today in the buying of television and
radio time, appeared on the scene, hotels began a practice that they continue
to this day, of paying for advertising space in exchange for due bills, which
were good for the payment of rooms. They bartered their rooms for advertis¬
ing space. The barter system has developed into an $80-million industry in
the buying and selling of radio and television time, below card rates. The
operation extends to print advertising also.
Barter in broadcasting began in the early days of radio, when cash
was always tight (even as it often is today), and studios would have to spend
a lot of money for equipment, and also arrange for gifts to be given away at
the quiz shows. Some entrepreneurs got the idea that they would get these
goods at very low cost, and barter them with the stations in exchange for
blocks of time on the air—again at a very low rate—and then sell that time
to advertisers below card rates. (One firm holds forth a savings of 50 to 70
percent on radio and 20 to 50 percent on television.) The Federal Com¬
munications Commission has held that bartering for broadcast time is legal.
Firms that handle barter will supply a station anything it needs in
barter for time, but the chief subject of barter is program material in the form
of films—a constant need of TV stations. These include Flollywood films,
films of popular old TV programs, and, more important, films of current
popular TV series, which the barter houses control. All of this involves no
cash disbursement to the station.
Some barter houses now pay cash for blocks of spot time, virtually
becoming brokers or wholesalers of time. They build up an inventory of time
for sale below card rates, which they then offer to advertisers or agencies.
Of course, barter has its drawbacks. Often the weaker stations in a
market go most for it. Some stations won’t accept barter business from ad-
l Grey Matter, June 1970. Published by Grey Advertising, Inc., New York.
vertisers already on the air in the market. Much of the time is poor time (even 389
The Media
though it is still good value at the low rate paid). Prime' or fringe time is
Services
usually preemptable. Barter time is often treated by the stations like a second-
class passenger. The advertiser or agency does not deal directly with the
station; it deals with barter houses, who then deal directly with the station.
Problems of make-goods can be sticky.
Today barter is a flourishing practice, used for many well-known
products.
Review Questions
1. Describe what services a media service services with those you might em¬
firm performs. ploy as an advertiser working with
your own or your agency’s media
2. Discuss the several major reasons be¬
buying department.
hind the development of media
services. 5. Define and describe the barter
method of buying time.
3. At what points might such a service
be used by an advertiser or agency?
6. What are trade-out syndicated pro¬
4. Compare the guidelines suggested in grams ? What are their advantages
the-text for effectively using media for the advertiser ? For the station ?
By product 40%
By subfunction of advertising 19
By market (end-user) 18
By media 9
By geography 5
Other, or a combination of these 9
591
392 Organization by product (40%). If the company has one product,
Advertising
the whole advertising department will be dedicated to it, under an advertising
Management
manager or director. If it has more than one product, or divisions of products,
the advertising of each may be assigned to one man, often called the brand or
divisional advertising manager, under the company advertising director. This
structure is the most prevalent organizational form.
Just what does the advertising department do? How does it relate to other de¬
partments? This brings us to the question of centralized or decentralized
control.
DIRECTOR .i
ADVERTISING
Administer $30,000,000 Advertising Budget
Our organization offers an excellent opportunity for an individual with corporate
or agency advertising experience who has a proven record of initiative and
problem solving ability. Candidates must possess managerial ability and have
successfully directed tne activities of others.
The executive we seek will be responsible for coordinating advertising and sales
promotion. Must have the potential to assume even greater responsibility in a
short time.
If you match the profile we have outlined, we invite you to call:
Chart ^
Chart ^
596 The chief feature of the centralized advertising operation is that the
Advertising
flow of authority is from a central top-management source to whom the ad¬
Management
vertising director is responsible.
The brand manager came to work closely with the account executive
to give his product the greatest degree of push. Unlike salesmen, who
Chart ^
C
O-
*H
+->
o
a,
o
MARKETING SERVICES DEPARTMENT
U
</)
"O
o
o
til
as
1-1
CD
c
<v
a
Vi
4<u
M
->
3
O
u
M-H Vi
O 33
<u S
§
33 Zh
s> tuO
«h c
o -g
qj ^JQ
3 33
a
rG cj
<3
> Vi
< <d
V-(
<D
> >
Tj U
a.
too Vi
<v
a
Z> CD
rM 43
m -*->
g o
JS .s
u
<D c3
C/5
<3 <L)
■s.3
CD
<d U
a G
o 6J0 .a
G CD
4-> Oh
X
G CD
CD
<3 4-1
GENERAL FOODS CORPORATION
o o3
‘u o 1H
<d u O
Oh Oh
vi o <h
O
CD
- -3
CD
g> -c/5 43
—
4—< Ul
CD u_
G
CD
Vi SP o
CD
S <£5
Oh
<D a g
«H
CD
43 a JQ
y <3 CD
<3 in
W _Q 43
398 handled the full line, the brand man focused all his talent and ener¬
Advertising
gies on that single objective.
Management
He’s not alone. He is not only free to call on the company’s other
departments for help, he’s expected to. As the modern P & G brand
manager operates, advertising gives him the biggest boost. He makes
use of all its sections: copy, art and packaging, media, sampling and
couponing, and legal. He relies on market research to determine the
packages, the scents, the sizes, the colors people want—on product
research to improve his brand when competition begins breathing
down its label—on sales to pry shelf space for it out of reluctant
grocers and druggists.
The typical P & G brand manager is young, tough-minded, and a
relentless competitor—whether he’s going against a product being
pushed by Lever or by his counterpart down the hall at P & G, or, as
is often the case, both.
The brand man selects the type and extent of promotion for his
product, then works out a budget. But he has to make it pay off in the
test market before he’s allowed to play for keeps.
From the outside, Procter & Gamble is a tremendous corporate struc¬
ture that manufactures some 65 products. But from the inside, it is, in
effect, 65 efficiently managed, doggedly competitive, single-product
companies, each able to draw on apparently inexhaustible reserves of
money, research brains, advertising talent, and sales muscle. And it
all pivots on the brand managers.4
1. Percentage-of-sales method
2. The task method
3. Share-of-market method
4. Use of mathematical models
5. Empirical method
The task method. This is a method very widely used. By this method,
the company gives itself a specific sales goal, asks what will have to be done
to help attain that goal, adds up the cost, asks whether it can afford the risk,
and says, "Let’s go—but let’s watch it.”
In speaking of the task method, Charles W. Mortimer, who rose
through the advertising and marketing ranks to the presidency of the General
Foods Corporation, had this to say:
The task method is built brick by brick; not pulled out of a hat, or
divined with a willow wand. . . . It is based on a concrete estimate of
the job to be done. It uses extensively past advertising experience—
all that is available—but never accepts any rule of thumb or past sta¬
tistical relation as a sufficient guide for expenditures without reexami¬
nation of the nature of the task and the most promising method of
600 accomplishing it this year—not last year. It involves constant aware¬
Advertising
Management
ness of what the competitors are doing with respect to advertising
themes and expenditures, but it does not blindly follow the com¬
petitor’s program.
The only safe assumption to make in determining advertising expendi¬
tures is that each year—or campaign—involves a task that is new in
some important respect. Old measurements and old answers, accepted
uncritically, are not good enough.6
The advantage of this approach is that you deal with measurable quantities.
A shortcoming is held to be that it tends to keep you up with the pack, in¬
stead of encouraging you to get ahead in your profit margin.
1. An economic environment
2. An internal environment
3. A competitive environment
4. An institutional environment
A company’s net profits are dependent upon not less than five sets of
factors:
Consider the factors outlined above. These factors reflect the four
basic environments within which the company operates. In order to
carry out a truly meaningful analysis of the strategic impact of adver¬
tising on the company’s net profits, it is important to consider each
of these factors simultaneously. Considering these factors individually
or independently or not considering all the factors can often lead to
erroneous conclusions regarding advertising contribution to the com¬
pany’s profits.8
Empirical method. This method holds that the way to determine the
optimum amount to spend on advertising is to actually run a series of tests at
different levels of advertising. One such test was conducted by the du Pont
Company when it first introduced Teflon to the public.9 Daytime television
only was used for this test. Twelve test markets were used, in two flights of
tests, spring and fall. The advertising in each market varied, from zero to one-
half million dollars to one million dollars. The cost of the advertising was
matched against the sales.
No difference in sales was found between the markets that had no ad¬
vertising and those that had a half-million dollars in advertising, but there was
a significant sales and profit effect at the million-dollar mark. The product was
then introduced at that level of expenditure.
That still left the question of whether that was the optimum figure.
Would increasing it continue to increase profits? Subsequent multilevel tests
of higher expenditures involving 20 test markets were conducted, and in addi-
Review Questions
Reading Suggestions
There is more money spent for local newspaper advertising in the United
States than for all of television advertising, or for all of magazine advertising,
or for all of radio advertising. The fastest-growing classification of any
medium—national or local—is local television advertising. The fastest-
growing segment of radio advertising is that of local advertising,1 and by far
the greatest part of all local advertising is retail advertising, the world we
enter in this chapter.
607
608 A national advertiser speaks to a wide and distant audience. The retail
advertiser works in the community in which he advertises. He knows the
Worlds of
Advertising people, their life styles, their tastes.
A woman looks at national advertising whenever she happens to come
upon it—in newspapers, magazines, television, or while listening to the radio.
She reaches for her newspaper as a matter of ritual to see what is the latest
that the department stores are offering in styles and values, and what the
supermarkets are featuring.
The national advertiser has chiefly one product or one line of products
to sell over a period of time. The retailer is faced by a relentless river of new
styles and offerings he wishes to sell within a week, generating a great sense
of urgency in the advertising department. It’s a fast tempo.
Retail newspaper rates, as we have previously discussed, are lower
than national rates—one of the factors that have given rise to cooperative
advertising.
Retailing covers a wide variety of store and service operations. There is much
shifting and overlapping among them. "Drug stores’’ sell radios, "food
stores’’ carry garden furniture, and "discount” department stores sell food.
For purposes of understanding the retail advertising problems, however, we
consider the chief retailing operations to be:
Each type of operation has its own pattern of merchandising and advertising
operation. We consider each separately.
This refers to stores selling fashion apparel for different members of the
family, along with general merchandise. It is arranged by departments, with
individual clerks assigned to each. These stores emphasize customer service
in other ways, too—with deliveries, dressing rooms with fitters’ services, ease
of returning merchandising, ladies’ lounges, restaurants—all with a view to
creating regular clientele. About 50 percent of their volume is on credit. 609
Retail
Most of these stores began with what is now the "downtown” or "main” store, Advertising
and then built branches in the suburbs.
These are the stores we usually have in mind when we say "depart¬
ment stores”; we label them here as traditional department stores to distinguish
them from chain department stores, which have a different advertising outlook
and operation, as do discount stores and specialty shops.
Types of Advertising
A Promotional Ad
610
Today & Saturday! Last day Saturday! Today & Saturday! Last day Saturday!
Men’s permanent press Irregulars of famous make Junior blazers styled by a Irregulars of coordinated
dress and casual slacks sheer seamless pantihose famous maker in new Spring knit tops, skirts, pull-on
from a famous maker proportioned to fit fabrics and colors pants for misses
A Store-wide Sales Ad
the national
park service
and
tamous barr
PROGRAM II
Saturday, June 3 at 8 p.m.
(Ram Date—June 4 at 8 p.m.)
George Cleve, Conductor
Max Rabinovitsj, Violinist
MOZART PROGRAM
Overture to "The Marriage of Figaro"
Symphony No. 40 in G minor
Concerto No. 5 in A major for Violin &
Orchestra
Max Rabinovitsj, Violinist
Symphony No. 34 in C major
PROGRAM III
Saturday, June 10 at 8 p.m.
(Rain Date—June 11 at 8 p.m.)
Leonard Slatkin, Conductor
AN AMERICAN PROGRAM
WM. SCHUMAN Circus Overture
BARBER Second Essay for
Orchestra
PISTON Symphony No. 2
COPLAND A Lincoln Portrait
SOUSA The Stars and
Stripes Forever
PROGRAM IV
Saturday, June 24 at 8 p.m.
(Rain Date—June 25 at 8 p.m.)
Walter Susskind. Conductor & Pianist
Betty Allen, Mezzo-Soprano
DVORAK PROGRAM
Carnival Overture, Op. 92
Gypsy Songs
Betty Allen, Mezzo-Soprano
Walter Susskind, Pianist
Symphony No. 9 in E minor, Op. 95.
from "New World"
PROGRAM V
Saturday, July I at 8 p.m.
(Rain Date—Julv 2 at 8 p.m.)
Walter Susskind, Conductor
BEETHOVEN PROGRAM
Symphony No. 9 in D
minor, Op. 125, "Choral" Soprano
Lorna Haywood, Soprano
Florence Kopleff, Contralto
Jeral Becker, Tenor
Samuel Timberlake, Bass
Cosmopolitan Singer & Festival Chorus,
Helen Louise Graves. Director
^amOus • b^rr
An Institutional Ad
At the head of the typical large department store will be the president,
who makes the final decisions about all budgets, in addition to his other cor¬
porate responsibilities. There may be a series of senior vice-presidents, includ¬
ing one in charge of the merchandising of, let us say, soft goods; another in
charge of the merchandising of hard goods; a third in charge of the merchan¬
dising of the budget store. The number of vice-presidents and the scope of
their duties varies by the store.
Each merchandising vice-president will have under his wing a num¬
ber of divisional merchandising managers, each of whom is responsible for a
number of related departments headed by buyers, who are responsible for the
profitability of their respective departments.
There will also be a vice-president, variously known as the publicity
director, promotion director, or public relations director, who is in charge of
all promotional activities, including advertising, public relations, displays, and
signs. The advertising department, under him or her, will be in charge of an
advertising manager.
Advertising manager
Manages total advertising operation
Coordinates all the requests for space in a given period, and de¬
cides on space and paper for each department and each week
Copy chief
Writers (working directly with the buyers)
Art director
Staff artists (producing virtually all art work)
Production manager
Staff that handles print production
Head of direct mail
Head of radio and television
The Publicity and Advertising Department
of a Traditional Department Store
Vice President
Director of Publicity and Advertising
614
4. Competition. The appropriation is affected by the amount of ad- 615
vertising done by competition. Adltiismg
5. Store character. Highly promotional stores tend to have higher ad¬
vertising expenditures.2
There are many demands for the use of funds within a retail opera¬
tion. In addition to funds for advertising expense, the top management must
decide how much to allocate for buying expense, selling expense, display
expense, and general store expense.
Once the funds for advertising have been decided upon by top man¬
agement, the vice-president in charge of advertising and publicity joins in
deciding how the funds are to be allocated to direct mail, radio and television,
general institutional promotion, and contingencies.
But the major portion of the total budget will be devoted to news¬
paper advertising. These funds are then allocated to the general merchandis¬
ing managers of the respective broad areas, such as hard lines, soft lines, and
budget-store merchandise.
At this point there is usually a meeting of all divisional heads and
buyers, along with the advertising director and publicity people, to establish
long-range merchandising and advertising programs for the year, such as the
annual store events. Usually this is set up in terms of a fall and winter
calendar.
2 William R. Davidson and Alton F. Doody, Retailing Management, 3rd ed. (New
York: The Ronald Press Company, 1966), p. 639, excerpted.
October 1
2 Anniversary Sale Anniversary Sale
3
4
November 1
2 Xmas Catalog
to Charge Customers
3 Thanksgiving Sale
Xmas Catalog to
Charge Customers
4 Thanksgiving 3-day Sale
Six weeks ahead. About six weeks prior to the beginning of a given
month, the divisional merchandise manager asks his buyers to submit requests
for advertising space for specific items. He then reviews all the requests and
decides which to accept and which to reject. Although the buyer may request
a 1,200-line ad, the divisional merchandise manager may use his discretion to
increase or decrease the size of a given ad, depending on how important he
believes the ad to be, and how the ad relates to the requests of other buyers
in the division.
This whole process takes place under continuous time pressure. The
advertising department would like more lead time, because then they could
produce better ads. The buyers clamor for a shorter lead time, because this al¬
lows for more accurate interpretation of customer demand and therefore
better buying decisions.
After the divisional merchandise manager has reviewed all the buyers
requests, and has adjusted the total month s advertising to conform to the
budget he has been allocated, he then submits his divisional advertising pro¬
gram for the month to the advertising manager.
The advertising manager coordinates the requests from all the divi¬
sions of the store and produces a master plan for each week of the month. This
master plan indicates which ads will run each day of the week, and it even
specifies the newspaper in which the ads are to appear. This is a very im¬
portant step in the entire process, because the store management has pre¬
determined criteria relating to the use of newspaper space by day and by
paper. For instance, a buyer may prefer to run an ad in the Wednesday eve¬
ning paper; but the advertising manager may have to run it in the Thursday
morning paper in order to preserve balance by day and by paper, so that the
customer is continuously exposed to the store s advertising efforts. Everyone
concerned in the buying and selling organization gets a copy of the master
plan.
Three weeks ahead. Three weeks before the actual running date of
an ad, the buyer submits to his divisional manager a fact sheet giving all the
information that will be needed by the advertising department. WTen ap
proved by the divisional manager, it is sent to the advertising department,
along with samples or photographs of the goods to be advertised. The layout
man draws up a layout and submits it to his supervisor for approval. Using
the approved layout and the buyer’s fact sheet, the copy man prepares the
necessary copy and submits it to his supervisor for approval. At this point,
617
311,014
Advertising Retail
Yellow Copy to Advertising
Advertising
Pink Copy
Blue Copy
to Sharpstown
to Pasadena
FACT SHEET
White Copy to Department
Department Name
□ n □
ADVANCE OF store buyers to
Has item been If irregulars
RUNNING DATE! Advertised Before? Yes No When
check here supply necessary
CLASSIFICATION OF AD: □ A □ B
information for
IF COPY ccn't be repeated . . . tell us why?
the preparation
of their
advertisements.
What information should be in the HEADLINE?
Yes No
Mail orders?
Yes No
Phone orders? £
Should item be a: * Refer to your copy of the Houston Better Business Bureau
(Circle one) "Advertising Answer Book." __
sketched or photo-
Yes No
graphed before?|
1.
PICK UP DATE for cuts
IF OLD ART can’t be 2.
repeated . . . tell us why?
3 .
4.
What credit plans
should be advertised COLORS:
for this item:
(Circle appropriate ones:)
Lay-crway
REMARKS:
Before a buyer can run an ad at a sale price, or make a comparative price statement,
he must present such form, supporting those claims, for approval.
The ad runs. As soon as the ad appears in the local paper, the execu¬ 619
Retail
tives in the store begin to watch the advertised items for selling results. Cus¬
Advertising
tomer comments are listened to carefully, but the most important indicator is
the end-of-day sales figure. If an advertised item begins to sell rapidly, the
store executives may decide to order additional quantities of the goods, on the
assumption that the item will continue to sell well in the coming weeks. They
may decide to repeat the same ad, often in a competing newspaper. This gives
the retailer an opportunity to reach customers who do not read the first paper.
In the meantime, the manufacturer may have backed up the advertise¬
ment by holding predetermined quantities of the advertised merchandise. As
soon as he gets the urgent phone call from one of the stores, he can immedi¬
ately ship more goods, by air, if necessary.
An extremely successful advertisement may be repeated over a long
period of time, as long as there is a demand for the goods.
Each store will have its own routine for handling the steps in between
budget and appearance of an ad, but in all instances the operation is a fast-
moving one, relying for its success on good coordination and good timing.
Cooperative Advertising
Chief advantages:
Cooperative advertising is best when the line is highly regarded and is a style
or other leader in the field.
Chief disadvantages:
—Although the store may pay only 50 percent of the cost, that sum
may still be out of proportion from the viewpoint of sales and
profit.
-—Most manufacturers’ ads give more emphasis to the brand name
than to the store name.
General Electric 16.6 cu. ft. 2 door refrigerator-freezer
Features adjustable shelves, extra deep door shelf, twin
vegetable crispers and roll out casters. Freezer holds 154 lbs.
Includes juice can dispenser, jet freeze ice compartment
and ice'n easy service. Color $10 more. Yes, we trade!
319.95
Caloric, perfectionists
in continuous clean
gas ranges
30 inch Caloric double-decker gas range, 2 ovens clean as you cook
Double your pleasure, cook two birds at one time ... Continuous clean panels
in both ovens do the cleaning while you're cooking. Built for maximum con¬
venience and great tasting dinners. It's the only range with a removable lower
broiler door. Exclusive unitized top burners for easy cleaning. Improved front
controls click for high, medium, or low. It's such a pleasure cooking creatively
with this deluxe range. All features designed with you in mind. Clean look,
streamlined, plenty of space between burners. Coordinated colors $10 more.
179.95
front mounted controls uniticed top burner energy system . tri-settop burners continuous clean removable panels
Ideally located at front of cooking Exclusise Caloric system makes End guessing at heat settings. Clicks Continuous clean panels heated
surface, easy to read and never hot cleaning the surface quick and tell high, medium, and losv posi¬ during cooking causes stains and
to the touch. easy. No tubing, wiring, braces to tions. Improve cooking control- spatters to evaporate.
hide spillovers. Porcelain enamel.
S2Sl,NJS.‘.WiAHJl!E ' C,ENSH,W • UKEWOOO • LAUREL PLAZA • EASTLAND • SO. BAY • SAN DIEGO ■ BUENA PARK • TOPANGA PLAZA • WEST LA • WHITTIER • SO. COAST PLAZA • ARCADIA • SAN BERNARDINO • MONTCLAIR • CARLSBAD • OXNARD
ORDER DAILY 8:30 TO 6 P.M. USE THE TOLL FREE NUMBER FOR YOUR AREA • Mi 6-3535 • Or 6-2292 • Ol S-0193 • Ne 57171 • Ki 2-5666 • S! 2-5000 • 0 MI 61 • Gi 2-5360 • Tu 4-5111 • 621-2911 • SAN DIEGO 297-2511 • IAS VEGAS 364-2794
MAVCO
We next meet the chains of department stores that each operate under one
name—such as Sears, Montgomery Ward, J.C. Penney. These may be national
or regional in scope. They concentrate on the middle-range price level and
good quality of all the goods they handle. They tend to go in for the "solid”
type of styles, rather than high fashion, and carry a higher percentage of
durables than do the traditional department stores. Most of their products bear
their own label.
46
622 Because they control their own production, they can plan all their
^ ^er merchandise programs, including special sales and special offerings, well in
Advertising advance. All the advertising material for each part of the year is prepared
centrally—including newspaper ads, radio scripts, TV spots, store signs, and
direct mail. It is then available directly from the home office, or from the
regional office, upon requisition by the store. In such operations, the mer¬
chandising manager may decide to feature children’s apparel during the
30-day period before Easter—and all the advertising will be prepared for that
event. Stores located in warmer climates may decide to run this particular
children’s ad four weeks prior to Easter, while stores in the northern states
may prefer to run the ad ten days prior to Easter. Once this decision is made,
the advertisement has to be positioned in the local papers, signs and in-store
displays have to be requisitioned, and salespeople must be advised so they
will be knowledgeable about the advertised goods.
Although chains may be national, the stores are billed at the local
rate—the rule being that if an ad appears over one name, it is so eligible.
Discount Stores
Supermarkets
The largest type of retailing operation in the United States is the supermarket,
which in 1970 did a volume of $63 billion, compared with discount stores
($24 billion) and department stores ($16 billion).3 Their chief advertising 623
Retail
activity centers around their weekly food specials, which fill the newspapers Advertising
Wednesdays and Thursdays. Many are heavy users of radio and TV, also.
Most of these stores are parts of regional or national chains, and their
advertising as well as merchandising activity comes from a central office. In
the case of one large regional chain, the main office handles the buying and
scheduling of media, handling the paper work involved in the cooperative
advertising, and the creation of the print ads and commercials, chiefly through
their own staff of writers and artists, and radio and TV producers. Of all the
areas of advertising where work is done under pressure, none involves more
pressure than getting out-the weekly newspaper advertisements. The adver¬
tising department is often one of the subgroups representing marketing ser¬
vices, along with sales promotion and store design and decoration.
For the first six months of the campaign, we ran a full page of the
institutional ad each week, along with the regular price ad. After the
first six months, we ran an ad once every two weeks for about four
months, and then once every three weeks.
Within two weeks of the start of the campaign, there was a 3% in¬
crease in sales, a slight increase in customer count, and an 8% increase
in the average customer sale. The sales increase continued the next
four months and averaged between 8% and 10%, with about a 10%
increase in the average customer sale. An increase in average customer
sales means people are buying more at your store, and that is sig¬
nificant.
We distributed about 4,000,000 brochures covering about 26 subjects.
Hills Towels
Yellow, Pink
White
giant
rolls
Colgate Toottinasle Hair Spray
Figaro Thrown Olives MA»OAMILLA JAR 49'
Figaro Stuffed Olives ttAHZANblA 3 2ARS 1 59^*^e°Z Wo'nderiu, 2^ 89
M KiH
Toward the Purchase of One Sparky yj'' Toward the Purchase of Three 9-oz. Pkgs.
Wise Two Sums KS 65'
Cocoa Puffs, Trix
Coffee Mate
O&C Potato Stix 2«k?21c
89' 20 ug Briquets I
1 i and Lucky Charms
1 limit one coupon per family. Good tiH Sat., May 23. ■ # Limit one coupon par family. Good till Sat.. May 23.
A msec Oval Sponges Sa. 39'
Hills Facial Tissues 2PS39' L^jj.iii.i.i,ii|..iiinn.i4i',pis Coupon Value 25c ^
624
✓
Rib Roast,
explained.
Do you know what a "First Cut Rib Roast is? Do you Which is about perfect, our butchers say.
know what texture the meat should be? And what color the fat Firm white fat. Plenty of marbling. Now you know your
should be? And how much marbling to look for? Rib Roast will cook evenly. Without getting dried out in the
Don’t you think you should know what makes a tasty, least.
juicy, tender, easy-to-carve Rib Roast, tasty, juicy, tender and
easy to carve? Ribs, how many?
We do. And we’re going to tell you. A Rib Roast starts out with 7 full ribs. At Hills, we cut
this into a 3-rib roast and two 2-rib roasts. A "First Cut Rib
Rib Roast, what is it? Roast” is the first 3 ribs. It may cost you a little more, but that’s
Rib Roast, also known as Standing Roast, also known as because you’re getting more solid rib eye and less waste.
the "King of Roast Beef," can’t help but make you the Queen of Want a full 7-rib roast? A club steak? A nice succulent rib
your table.That’s because Rib Roast is one of the finest, most steak? How about a Newport roast? With the top of the rib
flavorful cuts of beef you can treat the family’s tastebuds to. ground into some of the most fabulous hamburger you ever
It’s tender because it comes from one of the choicest parts of the tasted?
steer.The sixth through the twelfth rib. At Hills, you can have it. If you don’t see it in the case, just
stick your head behind the counter. Ask to speak to one of our
The rib eye, why look at that? butchers. He’ll be happy to cut a Rib Roast for you. Special. Any
If you want to spot a good rib, just look a rib eye in the eye. time and any way you want it. Exactly to your taste.
The rib eye, that’s the part in the center with all the meat.
So, what should you see when you look at the rib eye? Meat Government inspected?
that looks firm, fine-grained, and velvety-textured. A sure sign If you buy a whole rib at Hills you may see two
you’re getting quality Rib Roast our butchers say. With all the government stamps alongside the Hills stamp. (Sometimes
quality flavor and tenderness in every last rib. they’re lost in the trimming.) But we thought you might like to
At Hills, we never cover a rib eye with a label. On either know that our Rib Roasts are all inspected by the government.
side.That way, you can always get a good look at your Rib Roast. They’re all U.S. Government Graded. And they’re all inspected
From either side. for quality and wholesomeness by the U.S. Department of
Agriculture.
Fat and marbling, what about it?
Don’t be surprised if you see a lot of marbling running More information.
through the meat. A Rib Roast has even more marbling than Now you know what the best Rib Roast looks like. Now
roast beef. Which is what makes Rib Roast so super tender and you know you can come into Hills and buy the best.
juicy and flavorful and easy to carve. And when you come to Hills, we have an informative
The fat should look firm and white to creamy white. brochure on Rib Roast waiting for you. It’ll tell you the exact
time to cook a rare Rib Roast, a medium rare Rib Roast or a well
done Rib Roast (what a pity!). It’ll tell you how much you
should buy, how to store it, what goes with it. (Want some easy
carving instructions for your husband? M)u’ll find
them in our brochure.)
As for anything more you might
want to know about excellent Rib Roast,
ly ours and let your mouth tell
you the rest.
(jjjte)
We dare to make
you a smarter shopper.
An Institutional Supermarket Ad
623
626 Reactions to this campaign from the consumers were glowing, and
Other the file of letters received is voluminous. Whenever we ran one of
Worlds of
Advertising
these ads we placed the item on sale at a reduced price. We found that
we were enjoying about a 10% increase in the sale of the item over
the normal sale in the past.
Although our campaign ended in 1971, our sales have continued at a
good rate, staying at an increased level of about 8% and 10% from
the time we started. Our objective was to create a new image and
confidence in Hills, and this was definitely achieved.
Management was extremely happy with the idea and the results.4
Specialty Shops
Newspapers in Retailing
Newspapers have been around for a long time. They continue to be the
backbone of retail advertising; they are part of the way of life of a large part
of the population. Many a woman gets the paper, glances at the front page,
especially for local news, then turns to the department store ads to see what’s
new, what’s the latest style, even though she is not planning right now to buy
a new garment. And for grocery shopping, she turns to see the latest specials
the food stores are offering. Because the paper comes out daily, it permits the
retailer to tell about his latest offerings in each of his many departments, as his
schedule permits. Its Sunday edition, with its circulation going to the outlying
reaches, brings in many mail orders from the further distances, in addition
to store traffic the next day.
Newspaper supplements, which boomed into prominence late in the
1960’s, have eagerly been seized by department stores for getting quick re¬
sponse to their ads. These loose inserts—usually about tabloid size and from
eight pages up (but page size and number vary)—have also attracted direct-
response advertisers, with the result that the number of supplements carried
per issue threatens to become a clutter problem. Stores are watching their
continued effectiveness closely.
Newspapers are a special favorite of many department store buyers,
who like to see a proof of their ad before it runs, then see the ad when it
runs in the paper (so they can promptly call up the advertising department if
they are unhappy about it). The buyer can also post his ad in his department
so that the sales staff can be informed of it.
628 Radio in Retailing
Other
Worlds of Two thirds of all money spent on radio is spent for local advertising.0
Advertising Prominent among the retailers who have long used it are the discount houses
and the chain stores; the traditional department stores joined in later, in terms
of volume.
Radio is a newsy medium with a short closing time. Through choice
of stations, programs, and type of music, a retailer can broadly reach different
audiences. One station will be programmed to appeal to young people 20-25;
another to the homemaker. A department store may use two or three stations
with a young audience, to promote a new young men’s department, and a
different combination of radio stations and times to advertise a ladies’ coat sale.
Radio is an effective medium for selling specific items or groups of
items. Radio can be used to promote a major sale of mattresses, with a sense
of urgency. "You had better take advantage of this event now, while the goods
last,’’ is the message.
Radio production costs are small; commercials can be produced quickly
and be on the air overnight. Radio has proved most effective for terse com¬
mercials of a specific merchandising offering.
Thirty-two department stores, members of the Frederick Atkins, Inc.,
buying group, responded to a questionnaire on radio use. Here is a cross-
section of replies:
5 See p. 121.
Porteous Mitchell & Braun Co., Portland, Maine: Two-day mattress 629
Retail
sale advertised on radio only at a cost of $400 produced $5000 in Advertising
sales.6
Television in Retailing
Of all retailers, the two largest users of television spots are Sears and
J.C. Penney. Discount houses and supermarkets are likewise large users of
television. Traditional department stores as a whole were slow in getting into
television—largely, no doubt, because buyers liked the control over their ads
that newspapers provide, with their proofs and tear sheets. But the rise in the
use of television of these stores within five years has been spectacular, as re¬
vealed in the number of. commercials used in one week in October 1965 as
contrasted with that week in 1970, as follows:
1965 1970
Sanger Harris (Dallas) 18 63
Hudson’s (Detroit) 3 142
Joske’s (San Antonio) 22 257
Carson Pirie Scott (Champaign) 43 * 112
Rike’s (Dayton) 35 106
Of the many talents that lead to a career in retail advertising, writing ability
and art talent are preeminent. Does an applicant like to write? Does he write
well? Has he written for the school paper? Has he done any other kind of
writing for any club? These are the questions that will be asked of him. If he
shows that he does, and gets himself into an advertising department, he may
find himself working on some real ads soon, under guidance, and being quickly
launched into retail copywriting. From then on, depending entirely on his
talent, a career in retail advertising is ahead of him.
And if an applicant likes to draw, especially figures and style sub¬
jects, his sketchbook may be very interesting to an art director. Good adver¬
tising artists are hard to find, and if an applicant proves to be one, he has a
marketable talent.
Many advertising managers who came up through the creative end
are now officers of the stores for which they worked.
The above may not be surprising. What may be surprising, however,
is a report by Buxton. In speaking of five advertising agency men—correction,
four men and a woman—who changed the advertising world in the sixties,
he says: ". . . All had a solid retail experience, usually with department
stores.” 8
8 Edward Buxton, Promise Them Anything (New York: Stein & Day, 1972), p. 55.
Review Questions
1. What are the differences between 5. Discuss the major factors that af¬
retail and national advertising? fect department store advertising
budgets.
2. Generally speaking, how does the
retailer evaluate the effectiveness of 6. Explain the typical roles in depart¬
his advertising? ment store advertising of the divi¬
sional merchandise manager, the
3. In department store advertising, dis¬ department buyer, and the advertis¬
tinguish among promotional adver¬ ing manager.
tising, special events advertising,
and institutional advertising. 7. From the retailer’s viewpoint, what
are the advantages and disadvantages
4. Why do most retailers use their own of cooperative advertising?
advertising departments rather than
advertising agencies?
8. Compare advertising planning in a priced specials and of institutional 633
Retail
major chain department store with advertising.
Advertising
that in a large traditional depart¬
10. Describe the major avenues of tele¬
ment store.
vision production available to the
9. In supermarket advertising, discuss local retailer who would like to
the relative roles of featured low- use TV.
Reading Suggestions
Duncan, Phillips, Hollander, Modern Simon, Julian L., "A Scientific Approach
Retailing Management, 8th edition. to Dividing the Advertising Budget,”
Homewood, Ill.: Richard D. Irwin, Journal of Retailing, Fall, 1969, pp.
Inc., 1972. 37-45ff.
Edwards, Charles M., Jr., and Russell Sorenson, Douglas, "Three Views of
A. Brown, Retail Advertising and Cooperative Advertising,” Journal of
Sales Promotion. 3rd ed. Englewood Advertising Research, December,
Cliffs, N.J.: Prentice-Hall, Inc., 1959. 1970, pp. 13-19.
Koehler, Alan, "Beware of Seven Whitney, John O., "Better Results from
Deadly C’s of Retail Newspaper Ads,” Retail Advertising,” Harvard Busi¬
Advertising Age, October 26, 1970, ness Review, May-June, 1970, pp.
pp. 56, 58. 111-120.
Rachman, David J., Retail Strategy and
Structure. Englewood Cliffs, N.J.:
Prentice-Hall, Inc., 1969, Chapter 14.
28
Direct-Response Advertising
Definitions
Direct marketing. This is the all-inclusive term that has come into
use comparatively recently to describe all forms of marketing in which the
seller sells directly to the end user, without recourse to a retailer or dealer. It
includes in-home selling, mail-order selling, catalog selling, and, when cable
television gets going with its two-way communication systems, cablecasting
selling.
634
Direct-mail advertising. This branch of direct-response advertising 635
Direct-
is the designation of any advertising sent through the U. S. mail, or by "inde¬ Response
pendent postal services,’’ which are currently the object of experiments in Advertising
various cities. Direct mail is a medium in which the reader is usually asked
to return a card, order form, application blank, or even a roll of exposed
film—in other words, to take some action.
Direct mail is our third largest medium of dollar expenditure, rank¬
ing behind newspaper and television expenditures, and 50 percent above
magazine expenditures. Its usage has grown at a fast rate, expanding by 49-3
percent between I960 and 1970 as compared with the average growth of all
media of 64.3 percent.1 It is estimated that 75 percent of all direct mail is
used to produce direct responses.
Some large companies that operate many large book clubs and maga¬
zines spend up to $30 million per year to mail up to 30 or 40 million pieces
of direct mail.
Direct-mail advertising is used for purposes other than direct-response
advertising, too. It is used by retailers to announce forthcoming sales. It is
used by pharmaceutical houses to tell physicians about their new products. It
is used by businesses to keep in touch with customers. But the principal use
of direct mail is for direct-response advertising, and it is this use of direct mail
to which we address ourselves when we later discuss the medium.
1 See p. 121.
FINAL COMBINATION OFFER-FOR SPRING PLANTING
EXPERTLY PLANNED WNDSCA« HYDRANGEA
GARDENING BARGAIN!
Without Extra Cost If
You Mail Order By
18
May 15th
SHRUBS
Blooming Bashes, Trees
8USH
HONEYSUCKLE PINK
SPiREA
t jt' ** ONLY
WHITE SPIREA
EVERGREENS* 34c
12 Piece Foundation
Planting ... All For
$398 100 FOOT PRIVET HEDGE for hardiness. Blooms illus¬
trated are reasonably accurate □ GIANT 18 PIECE ASSORTMENT plus HYDRANGEA and 4 planting guides. $1.38
as to shapeof varieties named □ Double order 36 plants PLUS 2 Hydrangeas and 4 planting guides 3.85
Combination offer of 6 popular varieties. 12 Evergreens, although they may vary be¬ □ 12 PIECE EVERGREEN FOUNDATION PLANTIN6.3.98
1 to 3 year old planting stock, nursery grown from seed or only $398 cause nature often turns out □ Double Order 7 65
cuttings. 3 to 12 inches tall which in desirable size for this tints and shapes found no¬ □ 100 FOOT PRIVET HEDGE (50 Plants).3.98
easy first transplanting. where else. While not antici¬
50 Fast Growing Plants To □ Double Order (100 Plants). 7 65
YOU GET ALL 12 EVERGREENS -2 COLORADO pated, should we sell out one
Make 100 Feet of Formal Hedge □ 5 LOMBARDY POPLARS. 1 45
BLUE SPRUCE (Picea Pungens), 2 NORWAY or more nursery grown varie¬
ties, we may include instead □ 10 POPLARS $2.75 □ 25 POPLARS $5.95
SPRUCE (Picea Abies). 2 PFITZER JUNIPERS Imagine! a 100 foot Privet Hedge that dresses up your
any equally suitable planting □ Remittance enclosed. Add 75c and we ship postage paid.
(Juniperus Chinensis Pfitzeriana). 2 AMERICAN AR- landscape as it protects it . . . for leas than 4c per foot of
stock, nursery grown or native □ Send C.O.D. plus postage.
BORVITAE (Thuja Occidental i«>, 2 DWARF MUGHO hedge! Or, for faster effect and more dense growth, order
PINES (Pinus Mugho Mughus), 2 AUSTRIAN PINES 100 plants for only $7.65 and plant every 12 inches. Free collected and of equal or
greater besuty. EVER¬ NAME___
(Pinus Nigra). cultural instructions help develop in shortest time possible.
Save Money on your evergreen foundation planting. We ship the Ligustrum Species planting stock we think GREENS—in extremely hot
Check coupon and get these 12 evergreens for spring best suits vour climate, and of same size stock and fine Southern Climates check for
planting only $3.98 . . . less than 34 < each! quality as feature offer above. growth ability. OUR 3 Way
Guarantee protects you.
CITY_ -ZIP ,
MICHIGAN BULB COMPANY Dept, se 1460 grand rapids, mich. 49502
A Mail-Order Advertisement
Observe how specific is the offer, how it is presented in words and pictures, and
again, how it is all spelled out in panel on right. The copy is detailed (though
hard to read in this size). Accompanied by 3-way guarantee. Presenting also a
variety of other offerings. At top—urge to action, with free offer. Reiterated on
coupon copy below. All designed to get that signed coupon back.
Types of Direct-response Advertising 637
Direct-
Response
Said Frank Vos, an authority on direct-response advertising, "The art of Advertising
A Direct-Response Advertisement
m t KS
feet?
Why does World Dook outsell all other encyclopedias? Its easy to understand.
Their school day doesn’t end with the ringing of the bell. It research. Its Research Guide/Index...Volume 22...not only
continues at home . . . with every research paper they write, gives them 150,000 index listings, but a 30-page section on
project they prepare, and exam they study for. How to Do Research. And 200 Reading and Study Guides that
It can be a difficult time for children. World Book can make lead them to many important sources beyond the set.
the going easier. Because World Book is designed for stu¬ So, is it really any wonder why . . . World Book is the ency¬
dents. It’s geared to their school curriculum. Especially suited clopedia that outsells all the others?
to their study and reference needs. It’s comprehensively
written. And written to be understood.
World Book offers them a current and accurate FREE: Reprint of World Book’s new 12-page “Environmental Pollution” article.
reference source of information. Puts facts and r
figures at their fingertips. And stimulates their TO: Charles Stewart. Sta. 20, Field Enterprises Educational Corp.,
Merchandise Mart Plaza, Chicago, Illinois 60654.
imaginations with meaningful articles,
IP’SHMutm. Please have a representative contact me regarding World Book. No obliga-
with maps and illustrations. tion, of course.
In addition, World Book encourages □ I would like a free reprint of the World Book article entitled
deeper investigation and independent "Environmental Pollution’’.
□ I now own a 19_World Book, and would like Information
on trading in my old set for the 22-volume World Book.
Name.
World Dook
The one encyclopedia that outsells all the others.
-Zip-
Phone Number.
The 22-volume World Book Encyclopedia in the luxurious Renais¬
Field Enterprises Educational Corporation. A Subsidiary
sance binding is just $264 plus tax, delivered (slightly higher in
of Field Enterprises, Inc. Affiliated with Field
Educational Publications, Inc., and A. J. Nystrom Co.
Canada) Other bindings at lower prices. Monthly terms available.
041-72-11-WB
_)
World Book-Chlldcraft of Canada, Ltd.
638 of people to whom the advertiser can later sell kindred items by mail. Whoever
Other
responds to a mail-order offer will probably receive a package containing
Worlds of
Advertising many "bounce-back” circulars offering other merchandise of related interest.
"Bounce-back” circulars included in mail-order shipments will often produce
as much as 20 to 40 percent additional immediate sales from customers. The
advertiser takes this extra business into consideration when he calculates how
much response he needs to made his ad pay.
Another type of direct-response advertisement is a two-step sales
method. The advertisement is designed to get an expression of interest in the
form of an inquiry that will be followed up as a "lead” by a salesman. This
technique is frequently employed by firms selling costly products such as home
study courses and multivolume encyclopedias. These may entail the need to
discuss the whole matter with a personal salesman, to answer the questions
a prospective buyer may have.
Another type of direct-response advertising in two steps is that in
which the advertisement seeks to get inquiries for a catalog from which the
recipient can then order at will.
Book-club and record-club ads utilize still another form of proposi¬
tion. They offer a book buyer a great bargain now, in exchange for his promise
to buy a certain number of books later. In offers of this type, the advertiser
does not expect to break even on the original offer. He makes his profit on
the books (or records) subsequently purchased and paid for by the new mem¬
ber.
Direct-response Copy
A Direct-Response Advertisement
The coupon. The coupon, or order card, must restate the entire
details and terms of the proposition, for, when signed, it becomes a contract.
Each will carry a small code (key number) to enable the advertiser to trace
the medium from which the coupon came, and the advertisement. The order
card itself may be IBM-punched in advance to indicate the source. The direct-
response advertiser can tell instantly whether his order came from Better
Homes and Gardens or from Good Housekeeping, and from which issue.
Direct-response Media
In national advertising, the advertiser determines who and where the people
who represent his market are, and then seeks to select media to reach them.
The product itself will be bought in many stores by people who never saw
the advertising. To the direct-response advertiser, however, the media are his
only market; he has no other means of reaching people who may be interested
in his product. Or conversely, unless he has a medium for reaching people
who may be interested in his product, he has no market; he has no business.
Direct-response advertisers use most of the media employed by na¬
tional advertisers, but the way they use them may be different in some respects:
Direct Mail
Direct mail is the only medium for whose production and issuance the adver¬
tiser is wholly responsible. His audience is the list of people selected to receive
the mailing. The first step in the direct-mail operation is gathering the audi¬
ence, represented by lists of people.
The List
House lists. One’s own lists are usually referred to as house lists. These
lists may consist of the name and address of the firm’s customers, or a list of
prospects, or any other mailing list that the advertiser keeps and maintains.
Depending on the size of the advertiser and the size of the list, the method
for maintaining the list might range from a simple file of address stencils to
a computer tape on which the names and addresses are recorded magnetically.
Today, virtually all lists of any size are kept on magnetic tape.
House lists have to be kept up to date. Changes of address must be
posted promptly and regularly. New names have to be added to the list (suit¬
ably keyed to show how they entered the list—customer, inquirer, etc.). From
time to time an advertiser will send out to the list a mailing piece bearing a
legend on the envelope that requests the Postmaster to return those envelopes
that cannot be delivered; such names are then removed from the list.
House lists can be classified in many ways to enable selective mailings
to be made to customers or prospects. The Postal Service requires that mailing
lists be broken down by states and in conformance with zip code centers in
order to facilitate postal handling.
The care and feeding of house lists is a big responsibility—and ex¬
pense.
642 Outside lists. In addition to his own lists, an advertiser can use
Other outside lists gathered from two original sources: compiled lists and response-
Worlds of
Advertising derived lists. A compiled list is one that has been put together from other
printed sources, such as the telephone book, trade directories, association
members, club members, and other published records too numerous to men¬
tion. This compilation is usually done by list companies, who issue catalogs
describing their list offerings—Beverly Hills homeowners, New York State
plumbers, new Cadillac owners, high-prescription-writing physicians, and
other closely identifiable groups. The larger lists can be rented for a one-time
use; the smaller ones are usually purchased outright.
Large compiled lists are widely used for mass magazine-subscription
mailings, "cents-off” coupon mailings, and for other broad marketing pur¬
poses. They are also extensively used for industrial direct-mail purposes.
An advertiser may also be able to rent the use of lists through a list
broker, who acts as a clearinghouse and consultant. One leading list broker,
the Lewis Kleid Company, describes its work this way:
Our office registers some 9,000 different lists. We merely act as agents
and negotiate the rental or exchange of names. These lists run from
approximately $23 per M up to $35 per M. At the lower end of the
scale we have inquiry names, contest names, premium names, and
at the other end there are subscriber lists, members of record clubs,
buyers of financial services, etc.
Our commission (20%) is paid by the owner of the list, so that the
user gains our knowledge, experience, and advice without a sur¬
charge.
It would be hard to define all the possible types of lists used for
any specific mailing, since it is a matter of constant testing. For exam¬
ple, a magazine like Saturday Review would test lists of people who
have bought records by mail, books by mail, people who have at¬
tended concerts, people who have been abroad, and almost any other
list which has a cultural mail order qualification.
With the advent of computers, almost 95% of the available lists are
now being reproduced on labels and magnetic tape. The magnetic
tape is used for computer letter writing and for eliminating duplica¬
tion among the lists being mailed.
When you rent names, it is understood that the names will be used
one time. The list owner must approve the mailing piece and the mail
date.
Matching Lists
Formats. A piece of direct mail may vary from a single folder, bear¬
ing the address on the outside, to elaborate color folders and booklets sent
with other enclosures in a special envelope (referred to as the direct-mail
package). There has been a steady rise in production costs, as list rentals,
addressing, printing, and, above all, postage—have all been growing costlier. 645
Direct-
Postage is scheduled to go still higher. Ironically enough, the postage increase Response
has been a strong influence to come out with more elaborate packages, de¬ Advertising
signed to pull more orders per thousand, as a way of overcoming the rising
costs. Therefore the trend has been toward more creative mailing pieces, often
involving computerized personalization of letters, and other devices designed
to encourage the reader to reply.
Experience has shown that any mailing that seeks an order should
include a separate order form. If money is sought, a business reply envelope
should also be included.
A letter is always advisable when an order is desired. It may be ac¬
companied by a circular that expands upon the uses, applications, virtues, and
details of a product, but a circular alone rarely does a good job of getting
orders.
Airmail envelopes and postcards have often been effective in convey¬
ing a sense of importance and urgency for the message.
The direct-mail production manager has special scheduling problems
to solve in preparing direct-mail advertising. First of all, he has a mailing-
date deadline to meet. This date will be determined by the availability of list
rentals at a particular time, the seasonality of the offer, and the wishes of the
advertiser. Certain parts of the mailing piece are going to take much longer
to produce than others. Special-size envelopes usually require the greatest
amount of time; mechanical artwork for them must be released first.
Mechanical artwork for the circular is usually next to be released.
The order card and the letter are usually simpler, and thus they require less
time between the release of the mechanical and the delivery of the finished
work by the printer.
The mailing pieces sent to names on each list will have to be keyed
separately, so that the advertiser can tell exactly how many orders are pro¬
duced by each list. The production man must determine the exact quantities
of each key, and issue precise instructions to the printer and to the lettershop.
This requires careful attention on the part of the production and traffic per¬
sonnel.
The lettershop is a specialized business that has developed to serve
the direct-mail advertiser. This type of company takes care of the physical
handling of mailing pieces, often addressing (nowadays labels are mostly
used, addressed by computerized methods), inserting, sorting, and mailing
them.
Good lettershops can be found in all large and medium-size cities
and in many smaller ones. They perform a wide range of services for the
direct mailer, and they can save both the neophyte and the experienced ad¬
vertising man much grief.
For those who are interested—one’s own mailbox is a living source
of direct-mail examples.
646 Direct-response Arithmetic
Other
Worlds of
Advertising
Most advertising men are fascinated by direct-response advertising, because
it is the only form of promotion that enables an advertiser to know exactly
"where he is at,” to know exactly how well (or how badly) the advertisement
Date:
pr key
A Mail-Order
Cost Worksheet
IO°/o MKtM
5 - Expense in Handling Returns
/.3T
. So IIIll
t.Sr£~
mm •/ ^
SO°/a
;?• JB
■H /a. 5? Reprinted with per¬
■Hfli
— 1 Otal V
*7 L/Uhls y7T C- piUo if J, # O, dilCI jf O f --______
mission from the
/ S* V / Aug. 17, 1970 issue
of Advertising Age.
/M7 Copyright 1970 by
Crain Communica¬
tions Inc.
m to. (,7
<tb.03 ■Hi
?«0
for additional copies of this form, contact Marketing Services Manager,
BOISE CASCADE ENVELOPES. 313 Rohlwing Road, Addison, Illinois 60101 Tel. 3 12. 629-5000
Form No. B-9
is working. Direct-response advertisers always know what their costs are and 647
Direct-
exactly how much business was produced from any given expenditure. They Response
have their own special kind of arithmetic. They divide the total cost of an Advertising
advertisement by the number of keyed responses received from the ad. The
quotient is the advertising cost per coupon, sometimes called the cost per
order (CPO). Experience eventually tells an advertiser how much he can
afford to spend for a coupon in each of the various media or lists he uses,
and still make a satisfactory profit.
Direct-response Testing
Split-run tests. The most frequent and precise way of testing two
or more publication advertisements is through the split-run facilities offered
by many large-circulation magazines, and by some newspapers, especially in
their Sunday magazine supplements. By this method, each advertisement is
printed on the same press but from two different rollers. The copies are
printed simultaneously, so that two identical copies come off the press and
through the bindery simultaneously. Ad A is run in one copy and ad B is
printed in the other. These copies are automatically intermixed as they come
off the press, so that an equal number are sent to each newsstand. The same
thing is done with respect to subscription circulation. Each contains a keyed
coupon, and a careful count is kept of the replies from each. Split runs pro¬
vide a foolproof copy-testing capability; the exposure of both ads is equal
and identical, and therefore the ad that pulls the most coupons must be the
better of the two, and is used further, provided it meets the cost-per-order
target.
However, there are a few cautions to be observed in interpreting
split-run results. First of all, the kind of people who read the magazine you
use to test should be more or less similar to the circulation in which you will
subsequently run the winning ad. (You would certainly not want to schedule
a split-run test in Family Circle to determine which piece of copy to run in
the entire circulation of Playboy/) Also, there must be a statistically signifi¬
cant. difference between results in order for conclusions to be drawn. Small
differences between the pull of ad A and ad B can usually be attributed to
random factors, and must be ignored in making business decisions.
No woman ever knows too much
about love, marriage, money,
clothes, entertaining!
KA;\-
iSffln
8
4N.. ..I
Credit Reference
(Your telephone number, bank or department itore where you hare a charge account 1*
you are not obligated to buy a thing. You may
cancel at any time. Mail coupon with 10c
DO NOT ^ sufficient.) Offer good In Continental U.S.A. only. 17*AV18 I now to AMY VANDERBILT SUCCESS
I TAPE OR SEAL PROGRAM, Garden City, N.Y. 11530
649
7 reasons why Record Club of America js for
people who swore they would never
join another record club!
1. No restriction on selections. Choose 3. Discounts up to 79% OFF! Never less You never receive records or tapes you
from 30,000 records and tapes! Any than a third! Every record and tape do not want—or did not order because
LP or tape (cartridge, cassette or reel- brand new, first quality, factory fresh you forgot to return a “monthly selec¬
to-reel) on over 300 different record .. . satisfaction guaranteed. tion" card. Only the records and tapes
and tape labels. New releases included. 4. Other clubs may legally* bind you to you order are sent.
2. Absolutely no obligation! No "mini¬ buy $19.92 to $83.76 worth of records , No 5-to-6 week waits for delivery! All
mum" number of records or tapes to or tapes within a year. With Record orders processed same day received.
buy. Club of America — you don’t have to . Record Club of America is the ONLY
spend a penny, ever! major record and tape club NOT
owned, NOT sponsored, NOT subsi¬
AT LAST A RECORD CLUB WITH NO “OBLIGATIONS”—ONLY BENEFITS'. dized by a record or tape manufac¬
This is the way you want it—the BEWARE... pon with check or money order turer.
only record and tape club with no . . . Of "'imitation all-label'' clubs. —NOT for regular $5.00 fee—but
One supposedly "all label' club is only HALF THAT PRICE...
strings attached! Ordinary rec¬ secretly owned by a maior manu
ord or tape clubs make you facturer! They don't send a "mas
ter LP catalog " with an labels (we
just $2.50. You SAVE $2.50.
choose from just a few labels— send one with over 15.000 listings This entitles you to LIFETIME
usually their own! They make
on all labels) Their announce¬
ments stress their own products
and they charge extra money lor
MEMBERSHIP — and you never COMPLETE TAPE SERVICE AT NO
pay another club fee.
you buy up to 12 records or tapes
a year usually at full price—to
many other labels (We hr * —
"parent"' company telling u s what EXTRA MEMBERSHIP FEE
label to push and there is n« Look What You Get
extra charge for any label ’.) And
fulfill your obligation. And if you they don't offer any tapes Lifetime Membership Card —
forget to return their monthly
card-they send you a record or
tape you don’t want and a bill
So beware of imitators V,c
still the only maior record and
tape club NOT OWNED OR CON
TROLLEO BY any record or tape
manufacturer.
guarantees you brand new LP’s
and tapes at discounts up to 19% LP DISCOUNTS TO 7 9% - PRICES AS
for $4.98, $5.98 or $6.95! In ef- _
feci, you may be charged almost double for
your records and tapes.
. . . Never less than l/z off.
Free Giant Master Catalog — lists available
LP’s of all labels! Over 15,000 listings! Also,
LOW AS 990 PER RECORD!
Typical all-label ‘‘Extra Discount" sale
FREE Master Catalog of Tapes sent on
But Record Club of America
Ends All That! request. BUDGET SERIES AT Vi PRICE $ .99
We’re the largest and only all label record Disc and Tape Guide— The Club’s FREE Frank Sinatra • Petula Clark • Glen Campbell
and tape club in the world. Choose any LP Magazine, and special Club-sales announce¬
Nat Cole • Dean Martin • Dave Brubeck
or tape, including cartridges and cassettes ments which bring you news of just-issued
new releases and extra discount specials. Jack Jones • John Gary and others...
... on any label . . . including new releases.
No exceptions! Take as many, or few, or no
selections at all if you so decide. Discounts
Guaranteed Same-Day Service BUDGET SERIES AT Vi PRICE $1.25
Record Club of America’s own computer Woodie Guthrie • Oistrakh • Richter • Cal las
are GUARANTEED 33%% OFF! You system ships order same day received! Every
never pay full-price! You get best sellers for Rod McKuen • Tebaldi • Steinberg • Krips
record brand new, fully guaranteed.
as low as 99<f, plus a small handling and Peter Seeger • Munch • Casals and others...
Money Back Guarantee
mailing charge.
How Can We Break All Record
If you aren’t absolutely delighted with our
discounts (up to 79%)—return items within
BEST SELLERS AT Vi PRICE $2.49
and Tape Club Rules! Herb Alpert • Simon & Garfunkel • Ramsey Lewis
10 days and membership fee will be re¬
We arc the only maior record and tape club funded AT ONCE! Join over one million Belafonte - Supremes • Mamas & Papas
NOT OWNED . . NOT CONTROLLED . . . budget wise record and tape collectors now. TheCream • Eddie Arnold • Monkeesand others...
NOT SUBSIDIZED by any record or tape Mail coupon to: Record Club of America plus . . . from 50% to os high os 79% discount on
manufacturer anywhere. Therefore, we are
Club Headquarters, York, Pa. 17405 fomous lobels-. RCA Victor, Capitol, Columbia, Decco,
never obliged by company policy to push Liberty, Motown, Elektro, Vanguard, and others.
any one label, or honor the list price of any Your $2.50 membership fee entitles you to
manufacturer. Nor are we prevented by dis¬ buy or offer gift memberships to friends,
tribution commitments, as are other major relatives, neighbors for only $1.00 each TAPE DISCOUNTS-33Vz% -ALL LABELS
record or tape clubs, from offering the very with full privileges. You can split the
newest records and tapes.
Cartridges, Cassettes and Reel-to-Reel
total between you-the more gift members
Join Record Club of America now and take you get-the more you save!
advantage of this special INTRODUCTORY
HALF PRICE membership offer. Mail cou- 39C © 1969 RECORD CLUB OF AMERICA, INC. World's largest Master Catalog of
available IP's to choose from when
_you join Record Club ot America
Lists over 15,000 available LP's on all labels! Clas¬
sical—Popular—Jazz—Folk—Broadway & Hollywood
sound tracks-Spoken Word-Rock and Roll-Comedy
.State. .Zip.
630
Why did over 3/4 million record and
tape collectors pay $5 to join
Record Club of America ANNOUNCING...
SPECIAL INTRODUCTORY
HALF-PRICE MEMBERSHIP
CAN YOU
.in Playboy in TV Guide
uary 1970) Sept .20,1969)
in McCalls
May 1969)
in Esquire
Nov. 1969) LP DISCOUNTS TO 79%- PRICES AS
Choose any LP or tape
CHOOSE FROM
on any label! No excep¬ LOW AS 3iJC PER RECORD!
AIL LABELS7
tions! Over 300 differ¬ Typical all-label "Extra Discount” sale
LP's OR TAPES.
ent manufacturers
INCLUDING
CARTRIDGE. including Columbia,
RCA Victor, Capitol,
BUDGET SERIES AT % PRICE $ .99
CASSETTE AND
Angel, London, etc.
Frank Sinatra • Petula Clark • Glen Campbell
REEL-TO-REEL
Nat Cole • Dean Martin • Dave Brubeck
TAPES7
Jack Jones • John Gary and others...
MUST YOU BUY
A •MINIMUM"
NUMBER OF
No obligations! No
yearly quota! Take as
BUDGET SERIES AT % PRICE $1.25
RECORDS OR many, as few, or none Woodie Guthrie • Oistrakh • Richter • Callas
TAPES7 at all if you so decide! Rod McKuen • Tebaldi • Steinberg • Krips
HOW MANY7 Peter Seeger • Munch • Casals and others...
HOW MUCH
MUST YOU $41.88 ZERO
You don't have to spend
a penny- because you're
BEST SELLERS AT % PRICE $2.49
SPEND TO not "legally obligated' Herb Alpert • Simon & Garfunkel • Ramsey Lewis
to
FULFILL YOUR to buy even a single
IE GAL $47.88 DOLLARS record or tape'
Belafonte • Supremes • Mamas & Papas
OBLIGATION7 TheCream • Eddie Arnold • Monkeesandothers...
plus . . Irom 50% lo as high os 79% discount on
CAN YOU BUY You get discounts up
ANY RECORD ■ | ttjA VCI 79% OFF. Guaran- fomous labels: RCA Victor, Copilol, Columbia, Decco,
OR TAPE YOU NO NO ALYYATo! teed never less than a Liberty, Moiown, Elektra, Vonguard, and others.
WANT AT A third! No exceptions!
DISCOUNT7
There are no cards TAPE DISCOUNTS-33%% -ALL LABELS
DO YOU EVER which you must return.
RECEIVE
Cartridges, Cassettes and Reel-to-Reel
Only the records and
UNORDERED YES YES YES NEVER! tapes you want are sent * Choose any LP or tape ★ Every record and tape
RECORDS OR and only when you ask on any label! No excep¬ brand new, first quality,
TAPES7 us to send them
tions! Cartridges and factory fresh-and guar¬
HOW LONG cassetes included! anteed fully returnable!
MUST YOU
5 to 6 5 to 6 5 to 6 , 5 to 6 NO LONG Your order processed * No "quotas" to buy. ■k All orders shipped
WAIT FOR same day received. No
Take 0 records or tapes same day received-no
SELECTIONS weeks weeks weeks weeks WAITS! shippine °n cycle or 100! long waits!
TO ARRIVE7
■k Save! Discounts up to ■k No "hold back" on
79%! Prices as low as exciting new records and
AT LAST A RECORD CLUB WITH NO “OBLIGATIONS”—ONLY BENEFITS! 990 Per LP! tapes!
This is the way you want it-lhe only record PRICE... just $2.50. You SAVE $2.50. This World’s largest Master Catalog of
and tape club with no strings attached! Ordi¬
nary record or tape clubs make you choose
entitles you to LIFETIME MEMBERSHIP
-and you never pay another club fee. FREE! available LP’s to choose from when
you join Record Club of America
from just a few labels-usually their own!
They make you buy up to 12 records or tapes Look What You Gel Lists over 15,000 available LP's on ail labels! Clas-
a year usually at full price--to fulfill your Lifetime Membership Card— guarantees you sical-Popular-Jazz-Folk-Broadway 8 Hollywood
obligation. And if you forget to return their brand new LP’s and tapes at discounts up sound tracks-Spoken Word—Rock and Roll-Comedy
monthly card-they send you a record or tape to 79% ... Never less than % off. -Rhythm 8 Blues-Country and Western-Dancing-
you don’t want and a bill for $4.98, $5.98, Free Giant Master Catalog — lists available Listening-Mood! No Exceptions!
$6.98 or $7.98! In effect, you may be charged LP’s of all labels! Over 15,000 listings! Also, Master Tape Catalog of available car
almost double for your records and tapes.
But Record Club of America
FREE Master Catalog of Tapes sent on
request. FREE! tridge, cassette and reel-to-reel tapes
sent on request at no extra member
ship fee.
Ends All Thai! Disc and Tape Guide — The Club’s FREE
Magazine, and special Club sales announce¬
1
H
We’re the largest and only all label record
and tape club in the world. Choose any LP ments which bring you news of just-issued RECORD CLUB OF AMERICA X719C
or tape, including cartridges and cassettes new releases and extra discount specials.
Club Headquarters, York, Pa. 17405
on any label... including new releases.
No exceptions! Take as many, or few, or no Guaranteed Same-Day Service Yes-Rush me lifetime Membership Card, Free Giant Mastei
selections at all if you so decide. Discounts Record Club of America’s own computer LP Catalog (check box below if you also wish Master Tape
are GUARANTEED AS HIGH AS 79% system ships order same day received! Every Catalog) and Disc and Tape Guide at this limited Special
OFF! You never pay full-price! You get best record brand new, fully guaranteed. Introductory Half Price membership offer. I enclose—NOT
sellers for as low as 99tf, plus a small han¬ the regular $5.00 membership fee-but $2.50. (Never another
dling and mailing charge. Money Back Guarantee club fee for the rest of my life.) This entitles me to buy any
If you aren’t absolutely delighted with our LP's and Tapes at discounts up to 79% plus a small mailing
How Can We Break All Record discounts (up to 79%)-return items within and handling charge. I am not obliged to buy any records or
and Tape Club Rules! 10 days and membership fee will be re¬ tapes-no yearly quota. If not completely delighted I may
We are the only major record and tape club funded AT ONCE! Join over one million return items above within 10 days for immediate refund of
NOT OWNED ... NOT CONTROLLED ... budget wise record and tape collectors now. membership fee. □ Send Master Tape Catalog
NOT SUBSIDIZED by any record or tape Mail coupon to: Record Club of America
manufacturer anywhere. Therefore, we are Also send_Gift Membership(s)at $1.00 each to the
Club Headquarters, York, Pa. 17405
never obliged by company policy to push names on attached sheet. Indicate master catalogs required.
any one label, or honor the list price of any I enclose Total of $__covering one $2.50 Lifetime
manufacturer. Nor are we prevented by dis¬ Your $2.50 membership fee entitles you to Membership plus any Gift Memberships at $1.00 each.
tribution commitments, as are other major buy or offer gift memberships to friends,
record or tape clubs, from offering the very relatives, neighbors for only $1.00 each Print Name_
newest records and tapes. with full privileges. You can split the total
Join Record Club of America now and take between you—the more gift members you
Address.
advantage of this special INTRODUCTORY get-the more you save!
HALF PRICE membership offer. Mail cou¬
pon with check or money order-NOT for City. -State. -Zip-
regular $5.00 fee—but only HALF THAT 38 R-3 © 1970 RECORD CLUB OF AMERICA, INC. L
II
651
LIFE magazine calls it mm, dsseeisty Bias* m fti Sssess-ttw s»S«fe ef a gsai tmk
A Direct-Mail Test
These are the fronts of four folders making the same offer. One outpulled the others
by far. Which? (Answer bottom of page 655). Courtesy: Doubleday & Co, Inc.
Advertising Agency: Altman, Vos & Reichberg, Inc
1. Make sure that the names chosen for a direct-mail test are a fair
sample of the rest of the list.
2. Make sure that the mailings that are to be compared with each
other are identical in every respect except the one variable that is
being tested. (Don’t try testing several variables at a time in order
to save time or money. Neither is saved.)
entirely at LIFE’S
expense ....
41W0UHCING in imports
K® READERS RHO ranj
SUBSCRt®**
RESERVA-nor
first class ** ®2ffiSTAjro iue f0RID
PCRMIT NO 22 CARO for
CHICAGO, 'LL.
WORLD LIBRARY **
IlK/Rt
POSTPCf
«*) a lopyZV^ **«•»
^ 1 a ^“artable book -
aC”®
"""• *“ volMe ta
WORLD LIBRARY
^^“^yoTSlT00^
th*8 special-t
enclosed
■edition
’ iSS days
f ns B K
:
H„,l* M/c"'»a" A
Chicago Illinois
§$*» r#T
654
Planning and Producing Direct-mail Advertising 633
Direct-
Response
1. Decide general format. Advertising
Review Questions
Reading Suggestions
Business Week. "Direct-Mail Ads Will Stone, Bob, "Four Assets, Four Liabili¬
Get More Direct,” November 27, ties of Today’s Direct Mail,” Adver¬
1971, pp. 84, 86. tising Age, June 1, 1970, pp. 50-51.
Hodgson, R. W., Dartnell Direct Mail Stone, Bob, "Three Ways for Mail Ad¬
and Mail Order Handbook. Chicago: vertisers to Boost Their Profits,” Ad¬
Dartnell Corporation, 1964. vertising Age, May 31, 1971, pp. 33-
Rapp, Stanley, "How to Find Your 34.
Way Through the Treacherous Test¬ Tobolski, Francis, "Direct Mail: Image,
ing Maze,” The Reporter of Direct Return & Effectiveness,” Journal of
Mail Advertising, 1967. Also in Advertising Research, August 1970,
Kleppner and Settel, Exploring Ad¬ pp. 19-25.
vertising, p. 232.
29
Business Advertising
Trade Papers
Controlled Circulation
638
PUBLISHER’S STATEMENT
For 6 Month Period Ending PROGRESS IVE GROCER
DECEMBER 1971 Butterick Div., American Can Company
FIELD SERVED
Super markets, convenience stores and food markets; their headquarters and executives; and voluntaries, coopera¬
tives, wholesale grocers; rack jobbers and food brokers.
Chain and independent super markets, convenience stores and food markets.
Chain executives, buyers and store supervisors.
Voluntary and co-operative headquarters, executives, buyers and store supervisors.
Wholesale grocers, executives, buyers and store supervisors.
Rack jobbers.
Food brokers.
Food associations, colleges and government food executives.
AVERAGE NON QUALIFIED DISTRIBUTION 1. AVERAGE QUALIFIED CIRCULATION BREAKDOWN FOR PERIOD
Samples. _ Gift.'. _ _ . _ _ _
1971 Qualified Qualified Total Number Number 1971 Qualified Qualified Total Number Number
Issue Non-Paid Paid Qualified Removed Added Issue Non-Paid Paid Qualified Removed Added
Publisher’s Statement
PROMOTION ALLOWANCE PROGRAM AVAILABLE ON PURCHASES FROM WHOLESALERS invoice of qualifying order with photograph or description of display and letter certifying
that merchandise was displayed continuously in a prominent location for a period of 30
•One order—5% for promotional display and 5% for advertising on one order only days or more during May, June, July.
amounting to $60.00 or more of Coppertone, QT, Solarcaine and Mexsana one or assorted 5% Advertising Allowance—Newspapers, Handbills, or Circulars. Advertising must be
products purchased from Wholesaler after January 1, and delivered before June 1, 1971. completed before July 15,1971.
Allowances are based upon the net invoice amount after deducting all discounts, and shall Ask your Wholesaler's salesman for further details pertaining to performance requirements,
be paid by Plough, Inc. after receipt of required proof of performance. or write direct to Co-op Advertising Department, Plough, Inc., P.0. Box 377, Memphis,
Payment requirements for 5% promotional display allowance. Submit Wholesaler's Tennessee 38101
Automotive products
bring husband in to
grocery store:
1. He spends more
2. She spends 67% more
($8.25 VS $13.81)
661
662 culation to a carefully selected list of those who are in a position to influence
Other
sales; furthermore, they must express in writing a desire to receive, or con¬
Worlds of
Advertising tinue to receive, the publication in order to qualify for the list. They must
also give title and function.
Circulation Audits
No matter what the field, all trade papers have a common editorial
policy—to tell the dealer how to make more money in his operation.
An issue of a hardware dealers’ magazine had articles on "Gets Four
Annual Turnovers from Stock of 75 Gadgets,” "New Store Front Increases
Business by 30 Percent,” "Contest Attracts Fishermen to Lyndale Store.” The
advertising likewise discusses not how good a product is—that is taken for
granted—but how it will help the profit picture of the store. Among the sub¬
jects featured are news about the product, such as:
and any other idea that will help sales and reduce expense.
REGISTERED
manner.” Each subject rules of the Audit Bureau of Circulations, the Business Publication Audit of Circulation,
Verified Audit Circulation Corp. and the Canadian Audit Board by member publications.
is in uniform numbered Registration of this form by the AIA Media Comparability Council does not
sequence.
constitute validation of the information contained herein or endorsement of the
publication by any sponsoring organization. No attempt has been made to value-
judge the items herein or place them in any rank order. Responsibility for proper use of
a. cd
this information rests entirely with the media planner.
0)
S> ro
1. All information printed in this form is current as of December 31, 1971
COO
z jo 5
H O Z
Publication Name: Progressive Grocer = 3
B» > >
street Address: 708 Third Avenue
2. H
City, State, or Province: New York , New York ZiP: 10017
U)
Publishing Company: The Butterick Division, American Can Co,
f O fl T?z
t sis S? o
o ar = <5 c • * H
S
o j
2 « • S
jr-o S?s J
* h
3j*_0~2i0
Is the circulation of this publication audited by ABC, BPA, VAC or CCAB? YeS ' |J2s"
1 i
§S
to o m
*!*!?!I;
3. if Yes, by whom? Business Publications Audit of Circulation, Inc. s anti:
Show symbol:
W K) K)
sin? 3 IO in °
to) CO IO
If not, explain: cn —■ A
Stnf lir
664 Industrial Advertising
Other
Worlds of
Advertising Every business establishment that makes something or renders a service
has to buy something—raw and finished materials, machinery, tools, equip¬
ment, and possibly the materials for erecting its own buildings. It takes
many men with technical skill to decide what to buy. Advertising addressed to
the men responsible for buying the goods needed to make products and render
services is called industrial advertising. Such advertising is designed to reach
purchasing agents, plant managers, engineers, comptrollers, and others who
have a voice in spending the firm’s money for materials and equipment.
2 Based on a study conducted for Time magazine by Dr. Emanuel Demby, Fairleigh
Dickinson University. Published courtesy of Time, Inc.
3 "How Advertising Affects the Cost of Selling," a McGraw-Hill Research Report
(New York: McGraw-Hill Book Company, 1963).
No. 5 NC Jig Grinder shown grinding a master gage, a product of ing wheel is dressed with radius-angle attachment on Moore's
Moore's new Gage Division. The gage is used for checking out self-contained Universal Wheel Dresser. This newly developec.
taper probe-type Coordinate Measuring Machines. Tapered grind¬ accessory is readily adaptable to all Moore Jig Grinders.
Industrial Advertising
666
in the largest size range
Introducing the No. 4 and No. 5
Both the No. 4 and No. 5 Precision Jig Grinders employ the same measuring
system used in Moore's No. 4 and 5 Universal Measuring Machines.
Repeatability of settings is ±5 millionths inch (0,15 m). The X and Y
axes have either standard inch or metric lead screws and are
power-driven. Spindle housing is also power-driven.
Other features include remote control for wheel outfeed and spindle
clutch, automatic clamping and unclamping on all three axes, and
double-V, frictionless roller-way construction. .
bun
now
©17
MOORE SPECIAL TOOL CO., INC. pail
Bridgeport, Connecticut 06607 • European Technical Center: 8005 Zurich, Switzerland
Manufacturers of Jig Borers, Jig Grinders, Universal Measuring Machines, Rotary Tables,
Tool Room Products and High Precision Measuring Instruments and Gages. later
American Machinist, March 6. 1972 Circle 19 on reader service card 19
Two pages of facts about Moore jig-grinds. You don’t have to be an engineer to
perceive that this equipment represents a heavy investment, but the ad has to con¬
vince engineers and production men that the investment is worth while for their
company.
668 Morrill Studies—it reduces the cost per sales dollar by supplementing
Other the salesman.
Worlds of
Advertising American Metal Market Study—product advertising increases the
share of potential buyers who consider the brand.
Production Study—industrial advertising reaches purchasers that the
salesman can’t find or does not have the time to cover.4
Industrial Publications
There are many industrial publications designed to reach the men who make
the purchasing decisions for the production of goods by business enterprises.
These publications may be classified as vertical and horizontal.
Vertical industrial papers are those discussing problems of a single
industry. Frosted Food Field, for example, "is edited for management per¬
sonnel in the frosted food industry . . . contains articles on frozen food
distribution, processing, purchasing, merchandising, transportation, ware¬
housing.’’ Mechanical Contractor is "designed to meet the needs of the large
heating, piping, plumbing, and air-conditioning contractor.’’ Each industry
will have many publications devoted to its production problems. For example,
in the construction-engineering classification in the Standard Rate & Data
Service, 86 publications are listed.
Horizontal publications are edited for men who have similar func¬
tions in their companies, regardless of their specific industry, as Industrial
Maintenance and Plant Operation, published for those responsible for "main¬
tenance and operation of industrial plants of over 50 employes,” or Purchas¬
ing, "a news magazine for purchasing executives with titles such as purchasing
agent, director of procurement, vice-president in charge of purchasing.”
There are also many state publications. About 200 of the largest pub¬
lications have geographic and demographic editions. About 15 publications
have international editions.
Professional Publications
The Standard Rate & Data Service has a special edition for Business Publica¬
tions. These publications include journals addressed to the professions—
Use of case histories. The case history is one of the most satisfying
approaches in presenting a story to industrial advertisers. It can be used in
many ways as part of an integrated promotion. These are outlined by Hofsoos
as follows:
670 1. As a publicity release
Other
Worlds of 2. As an advertisement
Advertising
3. Asa data or fact sheet for salesmen
4. As direct mail
5. As sales and technical literature
6. As displays and exhibits.6
One cannot always tell by their titles who are the men to contact by mail at
any of these stages.
In discussing lists, National Business Lists advises:
□ 3211 84 Flat glass S15/L ALL 03315 152 Steel wire drawing, nails & spikes 315/L ALL
03316 117 Celd rolled sheet, strip, £> bars 315/L ALL
□ 3221 119 Glass containers S15/L ALL □ 3317 162 Steel pipe & tubes 315/L ALL
□ 3229 306 Pressed & blown glassware, n.e.c. 520/L ALL
□ 3321 868 Gray iron foundries S30/L ALL
□ 3231 685 Glass products from purchased glass S28/L ALL □ 3322 113 Malleable iron foundries 315/L ALL
□ 3241 247 Cement, hydraulic S20/L ALL □ 3323 218 Steel foundries 320/L ALL
□ 3251 484 Brick & structural clay tile 320/L ALL 03331 37 Primary smelting & refining of copper 315/L ALL
03253 130 Ceramic wall & floor tile 315/L ALL 03332 23 Primary smelting s. refining of lead 315/L ALL
03255 183 Clay refractories S15/L ALL 03333 35 Primary smelting & refining of zinc 315/L ALL
03259 143 Structural clay products, n.e.c. S15/L ALL □ 3334 59 Primary production of aluminum S15/L ALL
03261 54 Vitreous china plumbing fixtures, china & □ 3339 78 Primary smelting & refining of
earthenware fittings & bathrm accessories S15/L ALL nonferrous metals, n.e.c. 315/L ALL
□ 3262 35 vitreous china table & kitchen ware S15/L ALL
□ 3263 20 Fine earthenware kitchen articles S15/L ALL □ 3341 245 Secondary nonferrous refining 320/L ALL
□ 3264 70 Porcelain electrical supplies S15/L ALL
□ 3269 455 Pottery products, n.e.c. 320/L ALL □ 3351 141 Rolling, drawing s> extruding copper 315/L ALL
03352 238 Rolling, drawing & extruding aluminum 320/L ALL
03271 1,896 Concrete brick & block manufacturers S30/M 1,000 □ 3356 195 Nonferrous rolling, except 3351 & 3352 315/L ALL
1,844 Rated si0,ooo & over* add 5/M □ 3357 256 Drawing & insulating nonferrous wire 320/L ALL
1,745 Rated $20,000 & over* add 7/M
987 Rated S 35,000 & over add 18/M □ 3361 907 Aluminum castings S30/L ALL
03362 573 Copper & copper alloy castings 328/L ALL
□ 3272 2,459 Concrete products, except 3271 S30/M 1,000 □ 3369 387 Nonferrous castings, n.e.c. 320/L ALL
□ 3273 2,979 Ready mixed concrete S28/M 1,250
□ 3274 119 Lime S15/L ALL □ 3391 372 Iron & steel forginas 320/L ALL
□ 3275 117 Gypsum products S15/L ALL □ 3392 34 Nonferrous forgings 315/L ALL
□ 3399 636 Primary metal Industries, n.e.c. 328/L ALL
0328 1 847 Cut stone & stone products S30/L ALL
□ 3291 311 Abrasive products 320/L ALL □ 3400 25,168 Fabricated metal products, except
□ 3292 157 Asbestos products 315/L ALL SICS 1900, 3500, 3600 and 3700
(SIC 3411 through 3499 combined) 323/M 3,000
03293 266 Pipe packing & insulating materials 320/L ALL 23,963 Rated S10,000 & over* add 5/M
□ 3295 500 Minerals & earths, ground & treated S28/L ALL 22,436 Rated 320,000 & over* add 7/M
20,785 Rated S35.000 & over* add 10/M
□ 3296 124 Mineral wool 315/L ALL 8,058 Rated S75,000 6> over add 23/M
□ 3297 70 Nonclay refractories 315/L ALL 5,321 Rated 3200,000 & over add 28/M
□ 3299 296 Nenmetallic mineral products, n.e.c. 320/L ALL
□ List compiled from latest credit reference directories and verified by checking most recent alphabetical phone books. Names not in phone book dropped from list.
• Includes unrated firms because well over 50% would be in this category if rated. Aod $>8/M to exclude unrated.
Counts by state and larger cities are available on request for all lists with more than 2,000 names, but not for smaller lists. 23
A page from a catalog of a firm specializing in gathering and selling mailing lists
to industrial advertisers. Note the variety.
672 (#3623) to Phonograph Records (#3652). Would your products
Other have the same degree of application in both of those—or should you
Worlds of
Advertising be choosing with explicit care? Why scatter your shot when you can
choose the quality of prospect that means success for your sales effort?
The SIC, short for Standard Industrial Classification, is an excellent
weapon for that purpose.
There are other criteria that may be equally useful to you. You may
want to refine your overall market by isolating businesses of different
financial stature . . . or by the yardstick of number of employes.9
Many industrial producers make parts and equipment that are sold through
hardware supply, electrical supply, and other distributive channels. These es¬
tablishments could not possibly keep on hand an inventory of all the many
items for which they get occasional calls. Rather, they maintain a series of
loose-leaf binders, for which manufacturers supply the pages in standardized
sizes. The issuance of these pages is a large part of the advertising budget.
Every industry will have its directory and buyers’ guide, with descrip¬
tions of its lines, and lists of the various companies selling its products. These
directories are a responsible medium for any firm that wishes to have its name
before their audiences. Thomas’ Register of American Manufacturers, a dis¬
tinguished comprehensive directory and catalog, even has its offerings on
microfilm, in a form that can stand on a purchasing agent’s desk.
One of the dependable sources of new leads for salesmen is the annual busi¬
ness show given by each of the many industries. All the leading sellers have
booths presenting their products. All who are interested attend such shows.
Another is the reaction to significant publicity; what makes such news sig¬
nificant and worth publicity is what it reports as a significant contribution
of technology. It begins in the R&D department. But such developments do
not come out every month; therefore the resourceful-minded publicity man
seeks to generate some news—perhaps the issuance of a new helpful manual,
or an informative film. The art lies in having something to say, not just in
sending out "news” releases that no editor would accept as news from his
reporters.
The following is an excerpt from a case report on the use of television to sell
expensive computers to top corporate management:
Review Questions
When the Federal Trade Commission Act was passed in 1914, Congress held
that "unfair methods of competition are hereby declared unlawful.” (For an
677
678 example of what was going on in those days, which brought on this act, the
Other
reader is referred to the Standard Oil Company activities previously cited.)2
Worlds of
Advertising The law was designed to protect one businessman from another; the consumer
was not in the picture.
In time, the Federal Trade Commission (FTC), the enforcing arm of
the government under this act, came to consider misleading advertising as an
unfair method of doing business, and in this way, the FTC became involved
in protecting the consumer from misleading advertising. In 1938, the FTC’s
power was officially expanded by the Wheeler-Lea Amendments to the original
act, to cover "unfair or deceptive acts or practices.’’ This law also gave the
FTC specific authority over false advertisements in the fields of food, drugs,
therapeutic devices, and cosmetics. Today, the FTC has a wide sweep of power
over advertising of products sold across state lines.
Over the years, some basic ground rules for application of the FTC
law to advertising have emerged, based largely on the rulings of the Federal
Trade Commission and on court decisions. Important among these are the
following:
Total impression. The courts have held that the overall impression
that an advertisement gives is the key as to whether it is false or misleading.
Thus, in one case, although the term "relief" was used in an advertisement,
the net impression from the entire context was that the product promised a
"cure" for the ailment. Similarly, words like "stops," "ends," and "defeats"
may improperly imply permanent rather than temporary relief. If an adver¬
tisement has even a "tendency to deceive,” the FTC may find it illegal.
Fact vs. puffery. The courts have held that an advertiser’s opinion of
his product is tolerated as the legitimate expression of a biased opinion, and
not a material statement of fact. However, a statement that might be viewed
by a sophisticated person as trade puffery can be misleading to a person of
lower intelligence. Much controversy over misleading advertising hovers
around the question, When is a statement trade puffery and when is it a false
claim? All factual claims must be supportable. To say "This is a 17 jewel
watch" is an objective statement of fact which can be verified. If the watch
2 See p. 15.
does not contain 17 jewels, the statement is false and misleading. To say "This 679
Legal
is the most beautiful watch you can buy at this price” is a subjective opinion, and Other
which could be regarded as trade puffery. Controls of
Advertising
The question of taste. The courts have held, "If the advertisement
is not false, defendants have a constitutional right to use it even though its
content and blatancy may annoy both the Federal Trade Commission and the
general public. The issue is falsity. . . 3
3 Judge Dawson, in FTC v. Sterling Drug, Inc., 215 F. Supp. 327, 332 (S. D. N. Y.
1963) aff’d. 317 F. 2d 669 (2d Cir. 1963).
680 Federal Trade Commission guidelines. The FTC, after consulting
Other
Worlds of
with members of over 175 individual industries, has compiled and published
Advertising trade-practice rules, calling attention to practices that are illegal. These are
offered as a guideline for legal operation.
In the early 1970’s, new directions were evident in the thrust of FTC
activities. Among the practices introduced, and attitudes that were manifest,
were the following:
New advertising concepts have been developed during the last ten
to twenty years which exploit television’s unique capabilities and the
consumer’s vulnerability to them. Wants and desires that do not pre¬
exist may be invented, cultivated, and developed. . . . Mood adver¬
tising may associate a product with strongly held social values such
as affluence or sophistication, or it may imply benefits leading toward 681
Legal
the satisfaction of basic emotional needs, such as attractiveness to the and Other
opposite sex, freedom from fear, and acceptance. In neither situation Controls of
is there any rational connection between the product and the inference Advertising
4 Address in a program of the Division of Food, Drug and Cosmetic Law in New
York, on July 7, 1971, as published in The Business Lawyer, April 1972, p. 902.
682 The Robinson-Patman Act
Other
Worlds of
Advertising
Never before had the little storekeeper been at such a disadvantage in relation
to the big store as just before 1936. That was the bottom of the big depression;
manufacturers were hungry for business, prepared to make deep discounts and
advertising allowances in exchange for a good-sized order, and these prac¬
tices could drive small merchants out of business. To meet such unfair com¬
petition, the Robinson-Patman Act was passed. That law is an ever-present
consideration in advertising plans today.
In brief, this law requires a seller to treat all competitive customers
of a product on proportionately equal terms in regard to discounts and adver¬
tising allowances. This is not a law for or against advertising and promotional
allowances; it simply says that if they are granted to one customer, they must
be offered to competing customers on the same proportionate terms in relation
to sales. The Federal Trade Commission, which is in charge of the enforce¬
ment of this act, offers the following examples of how the law is interpreted:
The Federal Trade Commission also exercises control over the advertising
and labeling of products under laws affecting specific industries, including:
The Alcohol Tax Unit of the US. Treasury Department. The liquor
industry has a unique pattern of labeling and advertising under both federal
and state laws. The federal laws are under the jurisdiction of the Treasury
Department, for an interesting historic reason: The first American excise tax
was the one levied under Alexander Hamilton, secretary of the Treasury, on
alcoholic beverages. That department, through its Alcohol Tax Unit, is inter¬
ested to this day in the labeling, in standards of size of bottles for tax purposes,
and in the advertising of these beverages. The label must disclose the type of
liquor; its proof; in the case of blends, the proportion of aged whiskies and
neutral spirits; and the name and address of the distiller. It may not make any
therapeutic claims and must comply with other restrictions.
Each state also has its own liquor-advertising laws for products sold
within its domain. In some states you cannot show a drinking scene; in others
you can show a man holding a glass, but not to his lips; in another you can
picture only a bottle. In few industries does an advertising man constantly
need a lawyer more than in liquor advertising.
684 The Securities and Exchange Commission (SEC). This is the agency
Other
Worlds of
of the government that has control over all advertising of public offerings of
Advertising stocks or bonds. Its whole effort is to insist on the full disclosure of the truth¬
ful facts relevant to the company and the stock to be sold, so that the pros¬
pective investor can form his opinion. Its insistence on the facts that must be
published—including a statement of negative elements affecting the invest¬
ment—is very firm and thorough. The SEC never recommends or refuses to
recommend a security; its entire concern is with the disclosure of full infor¬
mation. It is a criminal offense to advertise a security under SEC jurisdiction
without having it registered with the SEC, unless there is an appropriate ex¬
emption (such as relatively small offerings, which at this writing means of
less than $500,000).
The U.S. Postal Service. The Postal Service has the authority to stop
the delivery of mail to all firms guilty of using the mails to defraud. It does
so by returning to sender all such mail, rubber-stamped:
While the pattern of the federal statutory scheme is generally one of broad
language that is not essentially confined to specific industries, most states
have narrower laws directed at one or more designated practices or industries.
The result has been a hodgepodge of state mandates on such subjects as
liquor, bedding, stockbrokers, banks, loan and credit companies, employment
agents, business-opportunity brokers, and real estate brokers.
The list also includes socially disapproved services and commodities
—dealing with sex and obscenity, lotteries and gambling, fortunetelling, and
crime publications—and the use of state and national flags for advertising.
It also covers professional and occupational advertising by lawyers, physicians,
real estate salesmen, and many others.
The first basic state statute in the regulation of advertising, which
still represents a landmark in advertising history, is the Printers’ Ink Model
Statute drawn up in 1911, attempting to punish "untrue, deceptive, or mis¬
leading” advertising. Printers’ Ink magazine, the pioneer trade paper of ad¬
vertising, has died, but its model statute, in its original or modified form,
exists in 44 states.
Self-regulation by Media 685
Legal
and Other
One of the oldest and most vigorous forms of control of advertising content Controls of
Advertising
is that of the media.
National magazines present the most striking example of the control
over the advertising they accept. Publications like Good Housekeeping and
Reader’s Digest have rejected great numbers of unacceptable advertisements.
But the New Yorker has reported objectionable advertising at a minimal level,
for it deals mostly with national advertisers. The smaller magazines directed
toward special groups are still often involved in enforcing advertising control.
Newspapers also have their codes of acceptable advertising. Most of
them exercise control even over the comparative price claims made in the re¬
tail advertising they publish. A store may be asked to change a headline such
as, "These are the lowest-price sheets offered," to "The lowest-price sheets
we have ever offered.” "The greatest shoe sale ever” will be changed to "Our
greatest shoe sale ever.”
The National Association of Broadcasters, to which many television
stations belong, has set up codes for TV and radio. Seventy-six percent of the
country’s television stations, as well as all three networks, are code subscribers
and follow closely the station and network code. Taste, however, is hard to
define, even in a code. Radio, with 5,000 stations, presents a different prob¬
lem. Only about 2,000 are code subscribers. It has been difficult to unite the
radio broadcasters behind a code that, among other things, limits the amount
of commercial time per broadcast hour.
The code stations do not accept liquor advertising. Their chief prob¬
lem has been children’s advertising, which has been severely criticized for
taking advantage of children’s credibility every Saturday morning. The NAB
code has established clear guidelines for its members, to meet public criticism.
All network programs, whether for children or not, have to be submitted to
the network in advance for approval.
Self-regulation by Advertisers
More than forty industries have established their own codes of standards of
advertising practice. Most such codes relate to the local advertising of their
products by their distributors or dealers or franchise owners, especially when
their product has a new or servicing feature—such as air conditioning, car seat
belts, water softeners. Voluntary trade codes usually prove ineffective; the
associations lack the power of enforcement because of the antitrust laws, which
preclude any action that might be regarded as interfering with open com¬
petition.
J0iun( , B SB (uapjBQ ?9 aUJOJ-J •XqdBj^oq;q puB ssajdja;;aj XjjBnsn ‘jBpjauiujoa joj spuo
SB qans) uoqBaqqnd Ja^JBj ajBdujo^ ‘Supuud oq^B;ui jo -aas 8 ‘spuoaas 3 XjjBnspj
aq; ui sjBaddB puB (auqx sb ujjoj b si ajnABj*to;og *s;uauj •uoi;Baqi;uapi uot;b;s joj pasn
qans) uoipaqqnd jajjBUis aq; ui -aaunouuB puB spjBa SuqjBa ‘uiBJ^ojd b uiq;iAi jo ‘suiBj^ojd
;iun a^Bcl-jjnj b sb pajBdajd si paABj^ua saanpojd ;Bq; a;B|d uaaAipq qBajq uoi;b;s AX V ‘(II
;uauiasi;j3ApB aqx ‘suopBaqqnd pa;s jo a;Bjd jaddoa aq; ujojj •;uas aq o;
a^Bd-a^JBj puB -jjbujs joj sa;Bjd sb qans ‘aaBjjns passajdap b a^BUii aq; dn sqaid ;Bq; BjauiBa
SuiABj^ua auiBS aq; asn 04 jasi; ujojj £upupx ‘Suijuiid oijSejuj uoisiAaja; jBiaads aqx ‘adoasouoaj
-jaApB ub squuad qaiqAi azis •pnpojd ayiaads b ;ps 0; uBq; I
a^Bd b ‘;uud uj 'jiun loiunf jaq;Bj ‘poddns puB jjiAipoo*?
'2ut\iiuvs .‘atf aqqnd uib§ o; ‘ajoqAi b sb suia; •jadBdsAiau XuBd
-mv$ aag -SuiiduiBS ;uaui§pnf -qojd puB SA^aiA ‘qjOAi s;i jo £ui -uioa puB auizB^Bui XuBduioa sb
•qjOAs. aq; jo ssaj^ojd aq; $ui -ajBads uoi;bztub£jo ub Xq auop u^ouq osjy -;ua;uoa jBijoqpa s;i
-As.oqs spjoaaj jjb puB suoi;anj;s ;Bqx ‘SmspjaApK jBUoprqpsui jo q;§uaj;s aq; uo uoi;ua;;B ^ui
-ui aq; jjb ^uijBaq cs;uaui;jBdap • (s;iuj -;iaui ‘s;saja;ui umo s;t jaq;jnj
snouBA aq; q^nojq; qof §ui -jad jaqsqqnd aq; ji) qao;s o; uuq b Xq XqBaipouad pans
-;upd b saiuBdiuoaaB ;Bq; adoj jaiABaq uo puB sjojoa ui XjjBnsjq -si uopBaqqnd y #ubSjo asnojj
-aAua ub jo ;aaqs y *;aapp q°f •uopBaqqnd aq; ui dn ;i spuiq • (qjBuiapBj;)
r oqAi ‘jaqsqqnd aq; o; papjBAi
-joj puB ‘uqq joj jo ‘jasipaApB
ji uoqax puB (qjBUJ asnoq)
;uox hq \ (qjBuiapBj;) (xtuj
•;soa ;saMoj aq; aq; Xq pa;uijd a^Bd b ‘sjBajpo aqBa) AdyooAj imq puB (qjBUJ
;b qaBaj jsapiAs. aq; apiAOjd jjias. -uad uj (3) puauiaspjaApB ub asnoq) x///jy jPAdUdf) sb ‘s;an
Biparn jo ;sq uaAi? b jo qaiqAs. §uuBaq dps aj;;q b jo ujjoj aq; -pojd s;i jo qjBUiapBj; aq; q;iAi
guiuiuua;ap ui pasqj 'aauBApB ui ui XjjBnsn ajnsopua ub ‘sa^B pasn XjjBnsn ‘ujaauoa ssauisnq b
Bjnuuoj b o; paanpaj aq ;ouubd -qaBd jo sja;;aj uj (j) -sjiasui jo qjBui XjBuiijd y asnojj
qaiqAs. uiajqojd b o; uoi;njos jBa puauiaspjaApB aq; joj Loud2v
-i;Buiaq;Bui b £ui;;a£ jo poq;aui Xdoa aq; Xq paA^oqoj jo paiUBd SumuaWV 33S ‘XouaSn asnojj
jojja puB jbtj; y -uopBjajj -ujoaaB ‘o;bj paaj^B ub ;b a;Bp •suotiPJtiqni jvotU^A "S
•sXBjdsip jaq;o uaAT§ b uo azis paqyaads jo ;uauj ssauisng ‘jaaui^ug aauBua;uiBjy
ujojj pa;BJBdas ‘ajo;s b jo ajsiB -asiqaApB ub ;uijd 0; jaqsqqnd ‘^uisBqajng sb ‘XuBduioa aq;
aq; ui pa^UBjJB XBjdsip b ‘asBqa b x?uiziJoq;nB jasipaApB ub ujojj jo ajnpu aq; jo ssajpjB^aj ‘X;i
-jnd jo ;uiod uj (£) -;ua;uoa suoi;anj;suj *japjo uopjasuj -jiqisuodsaj jo ;saja;ui jo b;bj;s
ujBj^oid Xq ^uispjaApB jaq;o hud^v auiBS aq; ^ui;uasajdaj uam
ujojj pajBjosi jBiajaunuoa b o; 2uisiuda/py aa§ ’XouaS^ asnoq-uj 0; passajppB suopBaqqnd ssau
sjajaj ‘uoisiAaja; uj (3) -ja;;Bui •uopB;s auiBS aq; uo uiBJ^ojd -isng -suopEDijqnd jbjuozijouj
]BUo;ipa Xq Xpjpua papunojjns ^uipaaajd aq; o; paua;sij ;Bq; •Xja;BipauiuiT
;uauiasi;jaApB ub ‘a^Bd uoi;bo aauaipnB s uiBj^ojd oipBJ b jo pasn aq o; ;ou ;nq dn ;as si ;Bq;
-qqnd b uj (;) -uopisod puepi uoiqod aqx •oouaipnu pajiJiaqui j3;;buj adX; ui daaq o; uoipnj;s
uoiidutddid aaq '3;bj •spoo^ jauinsuoa -ui t(<pi°H Pu^ ^undanjq puag,,
uopduiaajd apipauiuq *(AX) dl ujojj pupsyp tspoo^ jaanpojd sb suoqBjado XjBuiuiqajd auios
•;ou ajB sjbu^is jyq -q;jBa pajjBa osjb !spoo£ jaq;o ^upnp ja;jB do;s 0; £uiujbm tpaanpojd
0; qaBq pa;aapaj aJB sjbu^is -ojd ui asn joj paui;sap (Bja;aa -aj aq o; si Xdoa jo ;jBd ;BqM
oipBJ pjy qaiqM ;suib$b ‘ajaqds ;a ‘sauiqaBui ‘sjBija;Bui aibj) 8ui;B3ipui uoi;anj;suj ,/pjOH,,
-ouj;b jaddn aq; ui suuoj ;Bq; saiqpouiuio^ -spoo§ jBiJjsnpui •jadBdjjBAs. aqq ‘u^isap snonui;
jaXBj jo XdouBa y -ajaqdsouoj •sauo ;uaaBfpB -uoa q;iAi pautisap aq ;snui pB
•uiBJ^Ojd pajisap b q;iAs. JBJ3A3S ;OU puB ‘j3UBd aj^UTS puiod jjo-;na djBqs ou aABq pB
XjsnoauBjjnuqs asiou jBaupaja b ;nq si ajaq; qaiqM ui ;uaui jo uio;;oq puB dox '^sn sqadBd
snoauBj;xa jo uiBJ^ojd uois -asqjaApB Joop;no ub jo uoi; -SAiau aq; joj quBjq ;jaj aq ubd
-lAaja; jo oipBJ pajTsapun ub -Baof aqx ‘uoijBaoj jenpiAipui apis jaq;o aq; puB apis auo uo
jo uopdaaaj aqx ‘oauajojiajuj •qauT uuinjoa sjBaddB pB aq; XqajaqAi ‘s;uBjd
b lapiM uumyoa auo puB daap ?ui;uud jBpads Xq sjadBd
W
-X<?§ix q;iAs. ajBduio^ ‘£ui;;as qaui auo aaBds b ‘;uauiajnsBaui -SAs.au joj sa^Bd jojoa jjnj §ui
puB jaaunouuB oujbs aq; q;iAs. SuisipaApB jo ;iun aqx -;uijd jo poq;aui y ‘JOjo3 ij-JH
spnpojd oas.; s;uasajd jaspjaA ai ™ P9IF3 •;ods
-pB ub qaiqAi ui ;ods AX 9I^ aauaq ‘pnpojd jo uoipaqquapj auu; JBjnapjBd ;Bq; ui 8ui;sbd
-uis y q^piauiuioa paje-ixfojui joj ub^ojs puB auiBU aq; ;sn[ -pBOjq aujnsaj o; uiiq squuad
LIL
ipiijAi £j3iuums 3q4 guunp AqB ‘S3$p3 3q4 4B Abmb S3pBJ punoj$ unj si 41 S3ujp jo jsquinu 3q4
-nsn £3jnp3q3s 4SB3pBOjq spssp -q3Bq qoiqAi ui 3UO—3U04j|Bq Aq psqdpjnin £B3jb ub ui uopB4S
-J3ApB 3q4 ui >[B3jq y •snjeijj 3443U$p\ ! p3AOUJ3J si punoj$ q3B3 UO SBq |BT3J3UJUI03 B §UI
•pnpojd -}pBq 3q4 JO 4JBd b qjiqM ui -JB3q UIBJ^Ojd B S4UIod £upBJ JO
3q4 jo sjssn jo jsquinu JB404 3U0-3U04JJBq suipno JO 3443 jsquinu sqx ’Sjuiod §upsj ssojf)
3q4 jo 4U3DJ3d 0£ UBq4 SS3[ -noqqq iu33J3S jsao-jjb ub SBq •Spp^
S4U3S3jd9J AqBnsn siqx q3npojd qDTqM PUB 3JBnbs 3JB SJ3UJ03 JO SUIJ34 UI PJOS puB P3J3JJO 3q
3q4 jo S9jvs suinjOA 92404 3q4 jo 3q4 qDiqM ui—3U04jpq 3JBnbq ubd ouiyx ‘spoiisd qBsd §upnp
3JOUI JO 4U33J3d 0£ 4U3S3jd3J *SJ3dBdsAi3U UI 3SU JOJ U33J3S 4SB33P4 3JB 4Bq4 S4U3UJ33UUOU
oqAi 43npojd b jo sjssn 3soq4 3uq-^8 04 -£9 !s3uizb$bui ui 3sn -UB 04 puB S4U3UJ33UnOUUB 3|qi
04 SJ3J3J siqx *-i3sn p^q-AABOj-f JOJ SU33J3S 3Ug-££j PUB -031 -4dui33jd-UOU 04 p3U^ISSB 3JB
•S33UB4sip jbj 4B pjBoq 3q 3JB U0UJUJ03 4SOUJ sqjL 'qjui S3UJBA JSqS’lH 'P0F9d 9UII4 q3B3
04 SU014B4S pjy £uqqBU3 bq^iu 3q4 04 ssuq 00^ 04 ujojj 04' ssnjBA snoijBA su^issb 4Bq4
4B ipBq S3ABAi jyy s33unog Ajba su33J3g 'sqdBj^04oqd jo sb S34BJ 8upU3S3jd JO UJ34sAs y *ppO
•q4JB3 3q4 sssopus 4Bq4 suoi ‘S3RJBA 3U04jpq JO gupupd 3q4 •SS3jdj3443[ UIOJJ
jo jaquBjq y •IoAbJ OpiSIABOJJ sjqissod ssqBui snqj puB S4op 43Ui4Sip sb £33Bjjns 3qj Mopq
•ABAiq^iq 04UT 433 (qns 3q4 jo uopDnpojd usquns si 34B[d 3q4 uo u^issp
B UO 3qjBJ4 JO UOp33JTp S33BJ -3J 3q4 dn qB3jq 04 S3AJ3S 4Bq4 3q4 4Bqj S340U3p oij^bjuj *34Bjd
Ap33Jip 4Bq4 pUB4S §UISpj3ApB (BJ3UJB3 3q4 Ui) U33J3S SSBJ§ OI|^B4UT JB43UI B UIOJJ §UpUpd
joop4no uy *uopisod uo-peojj B qgnojq4 p3qdBJ§040qd £34Bjd joj S3SS330jd 3q4 jo Auy
•4x34 3q4 §UIABJ^U3040qd y •9U04JJKJJ •41 4Sutb£b UBqx
JO uopuspui UB UI ‘spB3q UI-4U3 •SpUBd JO SJ34Sod j3q4BJ uibj§ 3q4 q4pA pjoj JsdBd
issjnj Aq posopus £spB3q xoq joop4no jo S’uiAs.oqs A4isu34ut 3q4 4Bq4 4UB4Joduii si 41 ‘jibui
iqdBJ^BJBd b jo ^uiuuT^sq 3q4 -o^ B ! SpjB3 JB3 JO ^UIMOqS 433Jip ^UIUUBjd UJ -UTBJ§ 3q4
4B cspB3q 3pis !j344Bui sdAj uo IInJ B JO jjBq 3UO -SuiAioqs j^h q4IM P|0J 04 J3ISB3 puB UIBJ§ 3q4
P3J34U33 3JB SpB3q J34U33 ’UOT4 ‘33TAJ3S ssojdb J3^uoj4S jodBd 3q4 £ui
-U344B 43§ pUB S4U34U03 3ZUBUJ jpq b psjJBD osjy 'pssn ui34sAs -qBUl ‘sjsqq 3q4 jo uop33Jip 3q4
-urns 04 uopdBD XBjdsiQ *pB9jj 4TSUBJ4 3q4 JO JB3 J3q40 Ajoas J3dBd 3pBUI-3UTq3BUI UJ ‘UIBJQ
■2uij4 UI p33B|d pjB3 JB3 B ‘^UISpjSA PDOf
-MP$ 33§ *§UIjduiBS piBZBqd^JJ -pB uopB4JodsuBJ4 uj *iinj -qns B JO M3TA AbJ-X UB §UTAI^
•3U04j|Bq b ui 34iqAi 3jnd sjross •SJU3S q4TM S3dA4 ujspoui JO uopBJ4snqi uy *Ai9iA pojsoqf)
04 p3p33u si §uqoo4 puBq £3U04 sjJBd J34q^q 3q4 JO £4noq£nojq4 •UOp33p3J
-jpq 4qgqqgiq b si 34Bjd 3q4 4q§q Aj3a si 4Bq4 j343BJBq3 sdA4 JBU^IS JO 4}nS3J B SB £3jduiBX3 JOJ
SS9Iun unoq 3q4 Aq joj psgjBqD Aub !^uiabj§u3 jo £3}nj £sdA4 ui !3JU43ld UOISIA3J34 B UI <?UTJB3d
‘S3pqBnb ^UTDnpOjdsj S41 3uq 34B3IJ3p JO 3Uq y -dB 3^buit p34UBAs.un uy *jsoqf)
SAOJcflUI 04 34B|d JO £uiABJ§U3 •UOISSIUISUBJ4
H
UB UO qjOAipUBpp *§ui{004 pUKJJ 34TJP4BS JOJ pssp 'q4JB3 3q4
•43s Ajjbju^sj si 4Bq4 3dA4 uiojj 'S3§Bd psjupd ^UTDBJ SB 34BJ 3UJBS 3q4 4B J04Bnbq 3q4
psqsingupsip sb £puBq Aq UMBJp JO SUT&JBUJ 3piSUI 3qx ’J344U0 4B q4JB3 3q4 punojB S34B40J 4Bq4
SI 4^q; §UTJ3443q *§UU9443J pUBJJ •SJUIOg 2uUBg SSOJ0 33S dHo 34qp4BS snouojq3uAs b jo uoi4
(•uopisoduio3 3dA4ouojy •SUOpB4S JO -isod sqx ‘(AX) XjBnopBjso9f)
! uopisoduj03 3dA40uiq sjbcJ dnoj§ b jo 3sn sno3UB4jnuiis 3q4 •ssxoq £uipjoj jo spq
-U103) ,3uiq3Bui Aq dn 43s sdA4 JOJ S3JBJ UOpB4S OIpBJ UI 4UU03 -bj joj AjjBpodss—uoi43npojd3j
ujojj psqsin^upsip SB £puBq Aq -sip jBpsds y ‘junoosip dnoj^> sjdpjnui joj ui p3ddTJ4s S3ApB
dn 43s odAjL •uopisoduioo puejj ’Sd(lVM /C^S* 33g -§3U JO sdn 43S JBUT^OO p34B3d3J
•4SBJ4U03 •3jn4BAjn3 S(q4JB3 3q4 Aq p3433j jo dnoj$ b £§uiABj^u304oqd uj
J34B3J^ 43$ 04 SB3JB SUOUBA UJOJJ -JBUU ApApBpj 3JB puB q4JB3 •p94upd snq4 433qs b fuoisssjduii
p3AOUJ3J 3JB S40p q3iqM UI 3q4 JO 33BJJUS 3q4 §UO|B PABJ4 3J§UIS B q4IA\. §UI4UIjd JOJ uijoj
3uo—3U04jpq 4nodojp jo 4q$q 04 pu34 4Bq4 (jAjy) S3ABAS. §UT b ui ps^uBjJB 3qiy 3q4 jo £S3§Bd
-q$i]X i3ApB§3u 3U04jpq (uodn -4SB3pBOjq osoqx 'Soabm punojf) 3dA4 £s34B|d jo dnojS y
40U 4nq) 04 4U33B[pB ST 3AI4B$3U • JJBAX B JO do4 JOOJ B UO •S3^Bd 04UI dn 3pBUI SI
34B[d-3Uij qjiqAi ui suo—34Bjd 4jmq 3uo 04 pssoddo sb punojx? 3dA4 3q4 3joj3q sAbj4 AsqB^ ui
U0I4BUiqUJ03 B f BSJ3A 33TA 3q4 uo 4Jinq ui43qnq p34uiBd spuB4s 41 sb sdA4 uiojj p34uud
JO £3ApB$3U 3U04JJBq B J3A0 y •(joopjno) upapnq punoj^ £tuoj S3q3UT ZZ 0Z AjjBnsn
p34uijdjns SI 3ApB$3U 34Bjd-3UI| 7Ulo4 2uiJP}[ 335 -q33Ai J3d SB S433qs UO SJOOJd ’SJOOjd A9pBQ
b qDiqAi ui 34Bjd y pupdjng q3ns ‘pousd psqpsds b uiq4iM
9U
•49qjBUJ 04 49>[JBUJ pUB UOTSTA3p4 JO J94TJM JO JSp -U09 £3ZTS puB 9|X4S 9UO JO SJ949B
UJOJJ S9TJBA ^UTAiOqS XjTSUOXUT -JB 4U9pU9d3pUT uy -99UB[ 99.IJ -jBq9 9dXx jo 4U9UI4JOSSB uy ‘juoj
'001 V u! Spj"BD J?3 JO SJOXSOd •S94B|d SS990jd SB 04 p9JJ9J •JOOjd JO 4U9UJ9ST4J9A
jo J9qumu jbitxob 9qx 'iq^noc| -9J 9JB S94Bjd oqx * (ojqBTJBA -pB SUOTA3jd B q4TAl 39UBpJ09
ST 99Bd S qOiqAl ut ‘Xjp 9q4 99U9nb9s) sqoBjq 9q4 q4Jnoj -9B UT Xdo9 49S 04 J04TS0dui09
JO JO £9Uq B JO JB9 q9B9 UI pJB9 9q4 ‘sp3J 9q4 pjjqx b £S9rqq 04 UOT49TTJ4SUJ ./oiXjs Mogoj,,
9UO £SpjB9 JB9 UJ (3) ’guTMOqS 9q4 J9q40UB ‘sAiOjpX 9q4 jjb •UOT4
A4TSU94UT-OOI v £9jnp9q9S J94Sod S4uud qjiqAi jo 3uo £s94Bjd jo -Tsod J9dBd-JO-UTTJ UBq4 9JOUJ
JOOP4TTO ub uj (j) ‘SuiAVoqs ]jnj 49s b Xq suopBJXsrqg J0}09 £ut S4S09 XqBnsn uopisod pojJ9j9jd
‘imd%v Outsit onpojdgj joj ss990jd 8utabj$u9 siqx -uopisod qnj sb UAS.ouq
-Aaapy 99S ‘XouoSn 99iajos ||nj -04oqd 9qx 'SS990.id jojoo-jnoj osjy ,uopB9qqnd b ut jB9ddB
■ (yyyy) S9pu9^y guispj9A 04 4U9UJ9ST4J9ApB UB JOJ UOpiSOd
•J344BUI §UipB9J 9pTS$UOJB pUB
-py jo uopBpossy UBopouiy 'St\f b jo uopB9qp9ds 9qx Majjnui
9§Bd 9qx jo do4 9qx W si xuoiu
-9SpJ9ApB 9q4 (2) osp JO £JJ9Ai ■ (S9jnj Xjpunoj) J3pjoq §Uipn9J ‘01 4X9U ‘SuiMOpOJ
SB J944BUJ §UTpB3J Xq pgquBjj q9B|q|BJ9unj XAB9q 9q4 Xq p9gp 'uoijPinpoj\r iCauanbaAj 90S 'JAd
Xp49|duiOD ST pUB J944BUJ §UTpB9J -U3pT \ §uidX40J499p JOJ Xjpunoj •X4TAP9BUT jo spopod
sasou 9qx jo suunqoo jo uiun 9q4 04 4U9S ST JBTJ94BUT 9q4 9JOJ
qXTAS. X4TAp9B JO SpOUod S3JBU
qoo B salOJ|OJ q40q 4U9UJ9spj9A -oq 4sn[ dn49S jB9iqdBj£odX4 b
-J94|B 9jnp9q9S §upq^ip y ‘JB9X
-pB 9qx (x) J9qxp :j9dBdsM9U b jo sjoojd 9qx *sjoojid Xjpunoj
B 04 J9J9J 40U soop 4nq ‘sqxuoui
UT 4U9UJ9SpJ9ApB UB JO UOpTSOd 'UT 9q 4SUUJ 4U9UJ3ST4J9ApB {BDTpO jo sq99Ai ‘sXBp Xq oq UB3
p3jj9j9jd poods y -uopisod gnj -TJ9d B JOJ S94Bjd pUB Xd09 ||B •sum U^TBduiBO S(J34SB9pBOJq
qDiqM UO 94Bp 9qx *9SOp SUIJOJ
•uots b 9urp jo q4§u9j 9qx
•uopBDqqnd
-smrnoj zpPA£ jPAdpaj 99$ 3XJ •p9j3jjo 9jb sxunoosip Xxp
JO qooq B JO 99UBJB9ddB pUB
•gguTjq 94Bq jo dSupg XjjBq sb -UBnb JO S4UU09STP oujyx c|TBA9jd
£9jX4S £9dBqS £9ZTS 9qx ‘J^uijoj
pgqpods J9q4JTTj oq Xbjy ouqx 40U op S94BJ 4Bp U9q^ -uop
•499[qns S4y 04 pgsoddo sb
9UJIJX J94JB pUB 9J0J9q XjpOJip -J3SUI jo Xougnbgjj oqx jo posn
£qooq b jo 9jX4S pj9U3§ 9qx (3) 93Bds JO 4UTTOUJB 9qx 04 pjB#
Sjnoq 9qx ‘(AX) 3UIIX ^uuj
•(s9^Bd 0£ J0 ‘93 ‘31 ‘01 qq^v -3j xnoqxTM ‘ujnipguj b ui 99Bds
•UOl/ S49]qooq 4uud 04 jb9tuiouo99 JOJ 3§JBqo UIJOJTUU y -94BJ
-pjttpom dptyitfiuy—WV 93S -un ST 41 99U9q) S9^Bd P9 JO
•UOTS
•dzis S4T §UtXjBA 04 4SBJ4U09 UT lZ<c ‘91 ‘8 > ‘3 ‘I spyoq XqBirsjx
‘9abai 9q4 jo intdnbdi\ 9q4 8ui -S9jduiT 9jqissod 4S3q oqx oat^ 04
•9SBq9 B SB UAiOUq 9UJBJJ UOJ1
p94snfpB Xqnj9JB9 U9oq SBq odXx
-XjBA Xq SJBUx?TS 9T49U§BUJOJ499p JBjn^UB493J £§UOJ4S B UT 99B|d UT
§UT44TUJSUBJ4 jo poq49UJ 9qx 9qx J94JB 9pBUJ SJOOjd SS9jd 04
poq30j 3dX4 jo s9^bj (x) ’uijoj
4SBJ4U03 ut ‘qouoqqjOAi s joxisod
*(J\1X) uopejnpoui Xouanbojj •Xj4uuo9
-UJ09 oqx UO ST XT U9qAi 9dXx JO
•9JB9S UOT4nqiJ4Sip B JO d94S q9B9 J9q40UB UT §UTST4J9Apy (2)
ugqBX‘sjoojd 3U04S jo ‘sjoojd
UT SJB9ddB 4U9UJ9P q9B9 S9UJp •^UTST4J9ApB JBUOT4BU SB UAUHDJ
q^noj XjBUipJO *SJOOjd
JO J9quinu 9q4 ‘sopspBXS uj (£) OSjy 04BJ J9A\.Oj B 4B £J9|TB49J
■Supuud joj
•3UJT4 JO pOTJ9d U9AT§ B UTqXJM JB90J 9q4 Xq JOJ ppd st q9TqM
pgqooj 9jb soxBjd puB odXx jo
Uimp9UJ B 04 p9Sodx9 ST pjoq £§UTST4J9ApB JB90J q4I^ p94SBJ4
suuoj qoiqAi uo p9q jbxouj 4Bp b
-9snoq jo pupiAipuT ub souip jo -uo9 sb £ (4U9piS9JUOu XqBnsn)
§UTUTB4U09 (Supuud SS9jdj9449I
jgquinu 9q4 ‘9jnsodx9 Bipgui jo joxnquxsTp puopBU jo J3JU49bj
joj) ssojd Supuud y *p9q-:n?iJ
(2) -SUOT4B4S J9q40 qXIAi 99U9J9J -ITUBUJ B Xq X|499JTpUT JO X]499J
-J94UT 4U9A9jd 04 ‘94BJ9do XbUJ -ip JOJ pTBd §UTST4J9ApB JodBd •Xpduiojd
4T qoyqAS. uo X9U9nb9Jj 3q4 uop -SA^9p[ (x) ‘SuiSIJJOApn U§I9JOJ 99B|d9J 04 pgsoddns ST J9UAiO
-B4S OipBJ pUB UOTSTA9J94 q9B9 •S49npojd q9ns jo ^ut XUBjX "9SOOJ ^UBq 04 J9dBd
J94Sod JO 999ld B gUTSTTBO J9
04 SU^TSSB X)q 9qx 'bw] -pqB| 9qx osjb ^S9T49UIS09 ‘s^rup
-xsod b UT JB94 y -(joopxnQ) Sbjx
S9pX9B§9UJ pUB [o^l] SOpXoOJTq ‘spooj jo XxTjnd pUB X43JBS 3q4
UT p9JUSB9Uj) S94BTpBJ J944TUJ J9AO SpU34X9 XxiJOqXUB 9SOqAi *94Bp J3pJO UJjq B SB
-SUBJ4 B 4Bq4 pU099S J9d S9ABM UAiOUq 94Bp U9AT§ B J94JB 9jqB|
TTB9jng |BJ3p9j 9qx (\ai)
jo joqumu 9qx (l) ‘Xoiionbaij; uopBJjsiuiuipy §hjq ^ pooj -]99UB9 40U ST 4Bq4 93Bds JO 9Ujp
•fuof joj J9pjo 94Tuq9p y -jopio uuij
•Xojd
2uoaj\ 99$ -949 £sqjBin U014 •^UTqUT
-UJ9 jpq4 UT 40U ST 4nq ‘sxunoo
OB 4U9J9JJTP UIOJJ S4U9UJU§IS -BU49und £spj9UJUU snyd (SJ34 XAB3q 04 JO 94Bjd 9qx UT sxop
-SB JBTTpTATpUT S99JB4 OqAS. UBUJ -49j ijbujs puB sp4idB9 qxoq) jo S9uq 9qx jo ssougsop aqx 04
SJ9449J 92 JBT4U9SS9 9q4 ?UTUTB4 9Up uopBJXStqq ub jo Suujnjq
§UTST4J9ApB JO ‘J99np0jd OTpBJ
9qX (Z) 'pajuud U99q 9ABq -pojd B JO S9JU4B9J 3uqj9S 9q4 JO -nsjrq ’q^iq si 44 sb opiAi sb ^ui9q
Xgq4 J94JB SJ9449J jBnpiAipui oq4 S4q3qq3iq JO 9§Bd y *499qs 49«3 PJ J94494 9qx ‘93BJ 9dX4 U9AI$
UI p94J9SUI 9q 04 B4Bp J9q40 Xub •j944Bm Xub jo Xpoq b jo 9jBnbs oqx *uix
PUB uorwnpjs 9qx (x) 111-4413 pgjuijd puB sgjnjDid sb yBijgjBm •S94Byd jBui^po UBqj SS94 SJS09
•J949LU 9iqdBj§ q9ns XyyBDiuojjDoyg £ui S9dXj0J4994g pBq4 mojj 9pBm 9q
jsd s^yoAqpuj jo S4|oaojdiui jo -AT909J puB x?UT44imSUBJ4 JO SS99 UB9 JBUT^UO 9U0 ‘p9Jinb9J 9JB
SUJJ94 ui XjjBnsn bq^igq BUU94UB -ojd y •SupsEopBoiq ajiuiisoBj U0p9Up0jd B JO SOJBjd yB9pU9pi
9AT}39£3 40 J949UI J9d 9§B4JOA JO ’J944Bm ^UipB9J gjisoddo JBOipO JBJ9A9S U9qA\ "SS990jd 9dXjOJ4
squn ui J9441UISUBJ4 oipBJ b Xq -U9d B UI 4U9m9SI4J9ApB UB JO -9949 9q4 Xq 9pBUi 9jByd J9qjouB
UOI4d999J JO 4UIod B JB p9J9Aq9p uopisod 9qx M944Bih 4x94 Supug JO OJTUITSDBJ 4B49m y -9dX40J[499I3;
JBUifrs B JO 4U9UI9JnSB9UJ 9qX "SUp9J
•9dXj jo
•ju9UiajnsB9ui X4isu94in ppij 9yXjs 9qx ( Z) '34^jd b jo 9dX4 jo -jnq pgjuiBd p94Buimn44i jo SJ9
•dBLU JU04U09 B p9JJB3 99BJJUS gupuud 9qx (1) *99^3 gsod pojBuimnyji q4iAi p9snju09
S9UIT49UIOq -qj^UOJJS JBU^TS 9q 04 40]sj m§iS9p puB spjOAi
3 9q4 mjoj 04 p9sn ojb S4q^ij
sq jo siSBq 9qj uo 9jqissod uoq
-d999J jo XjijBnb oqj §UTAioqs 9TJ49949 qDTqAi UT S4U9m9ST4J9ApB
'CffUjf
dBUI 9§BJ9A03 JSBDpBOjq OipBJ JO joop4nQ ,sjKxnDB493ds 91149913;
pdMMUJL 995 ’dBJJ9A0 puB §UBq
UOISIA9J9} y -dsui Xjisuajux p49ig •MOJ Xj9A ST
-J9A0 P944B9 osyy -S9^Bd 9pis
•99J9mm09 9JBJSJ9JUI UI 9siou 99Bjjns S41 ! s9sodjnd psiyyB
-UI 9q4 J9A0 S^UBq JO SpU94X9
§UTSpJ9ApB 9ATjd999p JO §UipB9[ pUB ^UpSBDpBOJq JOJ XjJBOodsO
4Bq4 9U0 !9n§ojB4B9 jo 49jqooq
-sim buojnprvejj ju9A9jd 04 osjb 9pBm §uipJ099J X4i49pqq§Tq jo
punoq-J9dBd b jo S9$Bd 9qj
!uopiJ9dm09 JIBJUU 4U9A9jd 0} UJJOJ y •UOT4dlJ9SUBJ4 4B9U499I3
UBq4 J9§uoy puB jgpiAi X44q^qs
p9J9Aiodmo 4uomuj9AO^ jBJopog •jojsod
SI 4Bq4 J9A09 y *SJ9A03 p9pU9JXX
9qx JO X9U9§B jBqx (3X3) §uissBd sjo^ugssBd uopBjjod
•Diyqnd yBJ9U9§ gqj 04 pgssgjppB
uoissiuiuio^ ap^jx I^igpgg -suBjj 9i4qnd 99Bjjns jo qjjnoj
49npojd JByimis b §uispj9ApB
,/xs9 04 4SBJ4U09 UI ‘Xyuo suBpisXqd -9U0 puB ‘sojiqomojnB 9qj jyBq
-J9JUT 9qqnd 9q4 up suopBjs 04
04 p9SS9jppB UOpBJBdgjd B JO -9U0 ‘SUBIJJS9p9d 9q4 J4Bq-9UO SB
Sq4§U9| 9ABA1 U^TSSB 04 pUB SU0I4
3uispj9Apy (3) '4U94U09 jS9uoq pguqop si 4j -jgjsod b 99s 04 X44U
-B4S oipBJ 9SU99q 04 p9J9AU)dui9
puB ‘JIBJ ‘9jqB4inb9 JO pjBpUBJS -n4Joddo 4B9isXqd 9yqBU0SB9J b
X4iJ0q4UB |BJ9p9q 9qx ‘UOissiui 9ABq oqM 9ydood jo J9qmnu 9qx
9q4 qXiA^ S4Jodmo9 4Bq4 £msp
-uio3 suopeDiimuiuio3 jujapaj -jOApy (t) *§uisnJ9Apu •(JOOp4UO) uoijujnojp 9A1499JJ3
"UOliVAlSl 7Cj2ldm Oiwq 995 pq^I9Ai qBuq 9q4 uy uoisnyoui joj
-uitupy 2?uq q pooq 995 *YQJ 9iSBq S41 jo smJ9j ui q90js 9dBj jo myq AX v tu°JJ S9U99S
"uoiniuauoj jgdBd U9at^ b jo 4q§i9Ai 9qx aqi Suipsps -(AX) Supipa
suoitvnununuop) ividpaq 995 *333 •jodcd jo jqSpM 4U9jEAinbg[ •9jR49id b ^uqooqs
•$UpSB9pB0jq •S9Sod ui dn-gsoyD-gmgjjxg -(AX) 1133
UI 4U9m99UUOUUB JO 99UBJ4U9 -jnd ^uijuTjd joj poq9j9 si u^ts •SJ9S
ub pjBJ9q 04 (s49dmnj4 XjjBnsn) -9p b qoiqAi UI 94Byd y (3) ‘^ui ?utai999j 04 Xy499jip Xjqissod
Disnm jo sjBq M9j y -oiujuug -ABJ^U9040qd y (x) *§UIAUJ§UX c9mi4 ui jo ‘SUOI4B4S §upsB9pB0jq
•S3IJB4J 94X45 PJO U0JSB3 CS9IJB4I ‘SJ9dBd qooq 04 p9iyd 04 XBygj joj ‘S94IJJ94BS mojj S4BU
PI°9 uojsbx ‘94X45 p4Q U04SB3 -dB qsiuq pgqsiyodun puB ‘u9A9 -Sjs ojnjdBO 04 p9u$is9p UOT4B4S
‘P4°g uoysBx sb ‘u^isgp ui p94B4 pjBq V *Cx:i) Hsjuij qsi|§u3[ ^UIAI999J AX V ‘UOI4U4S q4JU3
-9j S99BJ 9dXx ’adXj jo Xyiuiej •qsiuq yjnpimos puB •sjodBd 9mos
'99UB4 yjnp ui osyB 9pBjy '\ps& pyoj 04 Xq 99Bds §UTSI4J9ApB JOJ P4O5
-Sip 4B9J§ B J9A0 p9AI999J JBU^TS 9y44pq 004 qsiuq q400ms ‘pJBq b 'SJ9UJ09 pUBq-4J94 pUB -4q^TJ
UOISTA9J94 JO OipBJ B JO XjISU94 41 S9ai§ siqx ‘SJ9440J p99ds-q^Tq jgddn 9q4 ui ‘jgdBd 9qj jo ouibu
-ui 9qj ui uopBTJBA 9qx ‘Suipeg jopun pguoji U9q4 ‘jgpuiq b oq4 opis^uoyB ‘9§Bd juojj oqj
’4SB9pBOJq OipBJ B UO pUUOS JO puB XB49 Buiq9 JO ^UpB09 B q4TAl jo do4 9qj 4B S4U9m99unouuB jo
ornrqoA 9qj 9SB9J9UI jo qsiuimip P9J9A09 ST 4J -9U04J4Bq U99J9S sgxoq 9qx *J9dudsM9u jo SJB3
°X (°IP^H) ‘XjqiqisiA \\nj 04 -4S9q^iq 9qj 9^bj UB9 jBq4 jgdBd 'Wd 0^:9 04 oy£ tuojj
qOBjq mojj £uiU94q3ijq 9$buii J9A09 jo qooq y -54904s pajuoo spu94xo 41 ojgqAi 9U0£ omyx 4^J4
U99J9S 9q4 JO 99UBJB9ddB JBBipBJ^ fjadud pajamuux -U93 UI 4d99X9 ('Wd 0^L-Oi'-V
9q4 st ui $utppj (ax) *3PBJ •mg ub jo q4piM 9q4 jyBpg *ux ‘XliBnsjg) -9mi4 9mud §uip999jd
qBi9J9mmo9 9Aq b §uiqqq pB •mg poijod omi4 oqx *9§uuj X4JB3
UT J99UUOUUB UB Xq 9SU JOJ ‘49U B9ig juiod 3X 9q4 JOJ 4J0qs X44B
•OJBjd ]BUT£?TJO UB SB 9ATJ guTMBjp y SuiMBjp qsruq-XjQ 9SBq9jnx-J0-xuT0cX jo
spoqxoui
•duo/
XU9J9JJTP 9JB XBjdSTp JOJUUOD pUB
-B^9U 9UIBS 9qX UJOJJ 9pBlU S§UT
‘XBjdsTp J0IJ9XUI ‘XBjdsTp AAOp
-ABJ^ugoxoqx *S9Xiqd axEDiydriQ -\\vu "S ‘auojjpjq xno-dojQ
-U}JA (b) -SXU9UI9STXJ9ApB p3qTS
’q^PAxtonQ 93S '3^jd jojo>9UO •UIBJ§
-sBp XBjdsTpun joj xuoujojmboj
JBUT^TJO UB UJOJJ suoipnpojd ojd qjOApoii p9JOSuods Xjjbuotx uinujTUTUi q9ns ou st 9J9qx • S9uq
-3J J0j0>0/AX ^UTATx? pUB ‘JOJOO -BU B UT P9XJ9SUT JBpJOUJUJOO
uuin]09 PX UBqx SS3J jo sxmn
JU9J9JJTp B UT gupUIjd q9B9 JBOOJ B ‘^UTXSBDpBOJq UJ -Ul-dojQ UT pjos xou ST XqBnsn sjgdBd
S9jB]d ouoxjpq OAix auojona •(ozppd) -S/A9U UT 99B(js XBxdsTQ (^)
'duotonQ dUllL dUiUd 90S *91111X, 9AIJQ •xduDS puB SJ9XX9J U/ABjp-pUBq
-3U040np B UBqX 9ATSU9dx9 ■/Aoqoj X^qx 9TT§0|BTp JO S9UT| 9JB OS t XBjdSTp JOJ p9Sn 9JB SJBX
SS3X -pB43p OU S9TJJB9 pUB JOJOO oqX jo x^qx UBqx SS9J 9tunjOA -TdB9 S3UJTX9UJOS pUB PDBJpjOq
XBJJ B ST JOJOO pU099S 9qX B OX |9A9j ^UTXBjd XU9S9jd STq ‘S9TJBXX 'XUTOd PX UBqx J9^J^I
}JB apqAi pUB OJOBjq UIOJJ SpBUJ UTOJJ UMOp X^pb °X XSBDpBOjq S3ZTS ST 3dXx XBjdsTQ (^) ‘XxqBnb
ojBjd jojoo-o/ax V -qd^iSonQ B UT 0|0S ^UlXBjd UBUJ SX39JJ9 gup9BJXX^-UOTXU3XXy (x)
•sasod punos jo ubotshui b ox U9AT^ •(spj099j) 3TSUUJ poqTJDSUBJX
-jnd XBjdsyp joj posn ‘ucxjjbd jo UOTX99JTP y yJ9pUn-pUT?-UA10(I JO UIBJ^Ojd OTpBJ B JO S9TU0UJ
9§BopBd Xxdujg uy (3) "J9xuud •UOTXB9T]qnd B JO J9XU99 9qx -3J99 JO J9JSBUI oqx *X9q9of qSIQ
oqx Xq pgqsiujnj joojd 9qx XB JT pB9jds J9XU99 jo cq9njx-9jq •9XB]d DTqdBJ^oxoqd 9UIBS
uiojj opBUJ oq osjb Xbuj Xuiujnp nop puB pB9jds-9|qnOp p3qB9 9qx UO X|Sn09UBXXUUJTS 9pBUI 9ATX
y 'S4U3UJ3Spj3ApB JIBUJ-p3J OS|y -XU9UJ9STXJ3ApB u9qojq -B^9U U99J9S pUB UOTJBJBdoS J0J09
-Tp §UIU^IS3p UT jnpsfl 'UAABjp -un Pj^uts b joj p9sn so^Bd ‘qjOAS. SS990jd J0J09-jn0J pUB
oq ubo sxuoXbj oqx Xinurnp 2ut9BJ o/ax *p^9^ds 9§^d-9xqnoa ■99jqx ‘-OAiX UI *SS990ld X99Jia
oqx jo S9§Bd oqx uq ’oouBjBoddB •99UBUJJOJJ9d JTB
’Suippdq 39§ *p9pK9X-9iqnoa
jbjouo? pUB ‘ozts ‘odBqs ‘xq&TOAl JBUX3B 9qx SX99JJP pUB ‘UIBJ^Ojd
■J3qXOUB 3AOqB 9UO P9X99J0 ^UTSTX
oxBOjpuy 0; ‘qooq jo pojqooq OTpBJ JO UOTSTA9J9X B £S3SJB9q
-j9ApB joopxno *J9q99p-9iqnoa
‘jOpjOJ ‘XOJJBOJ pssodojd B JO -3J puB SJSB9 U9qx CS9JTJM9J JO
ozts oqx 04 popjoj puB ;ttd jodBd ■p3p99U 3q j|TA\ SAi9TA JO S9|^UB
S3JTJAi OqAS. UOSJ9d oqx *JOX99JIQ
JO spsqs quBjq (x) *XuiumQ XU3J9JJip U9q/A SUOTXDnpOjd AX
•OTpBJ ‘AX ‘SUOTXBDTjqnd ‘JTBUI
JOJ p99B|d ST BJ9UJB9 B qDTqAi
•33Bds X99JTp ‘BTpOUI XuBUI S3SjX -§Uq|9S
uo ujJOjXBjd ojqBAom 9qx *^II°a
JO 9Uip JOJ 30TAJ3S SJOSpJOA joop OX JOOp X39JJP OSJV *U9UJ
■uouppony $uisn
-pB oqx JO o^uBqoxo JBnbo 9qx -S9JBS JOJ SpB9J JOJ §UTSTXJ9ApB
^UTAJOAUT UjnTpOUJ B pUB (XJOS9J -.idapy JIPW P3MQ 33S ‘YYIMQ puB ^UTSTXJOApB J9pJO JpUJ ‘^UT
jo ysqoTq b XjjBnsn) j9spJ9ApB ub ‘PdAy -STJJOApB 9SUods9J X=>9Jip S9pnj9
UOOAAJOq XU9UI99J§B Uy (^) 'UOp }d2f,iP]/\Z paiPuSyaa YWO -UJ -J9JTBX9J JO J9JBS9yOqAi JO pTB
-B4S B UJOJJ J99npOjd JO ‘JOU/AO •9?BUJT oqx XUOqXTAl S99TAJ9S puB spoo^
‘joxnqnjSTp ujjtj b Xq pojmboB XSjq 9qx jo UOTXBUTUJTJ9 JBnpBJ^ JO ^UTJ|9S 9qx *§UIX9qJBUI X99JIQ
3UITX jo xunouiB 3qx ‘jBOp J9XJBq oqX puB pgqxouB jo X^HX J^ao •^UTSTJJOApB 9SUOds9J
jsBDpBOjq b uj (x) qpq 9uq BJ3UJB9 3UO Xq p99npOjd 9§BUJT X93JTp JO SJOSn JO UOTXBZTUB^JO
PSB9 UB JO §UTddBJJ9AO 9qX *9A|OSSlQ JBUOTXBU 9qx *(YVKa) uoivep
-pBOJq JOJ SUOpBJS XU3J9JJIP OX •J9^JBJ -ossy §UISpJ9Apy X99Jia
XU9S ‘XUTJJ JOXSBjy B UJOJJ 9pBUI jo sxuiod px 9dXx *9dXx XBjdsiQ •SJTBUJ 9qx q^nojqx
‘sodBX oxBoqdnQ *(AX) scln<I •U^TS UO XU9S §UTSTXJ9ApB X^JJP J° UJJOJ
•XU9UIUTBXJ9XU9
q9BX b sb ‘poxunour 3q JO ‘sXB|d XBqX *§UISIXI9ApB \IUUI J99IIQ
Xq^TBJXS 9qx S9TJJB9 X^q; }J^d 9qx •STp AiOpUT/A SB ‘S9AJ9SUJ9qX Xq ’XTJO 9jnX9jd B JO
OX JBTOJOUJUJOO SJ9SpJ9ApB 9qX puBXS OX p9U§TS9p spunoj^qDBq pB9JSUT JJ9SXT X99(qO UB §UTqdBJ§
§UTUTBXU03 X-J^d 9qx ‘OjdtUBXO JOJ UO £uiSTXJ9Apy (3) 'SUUinjOD -oxoqd Xq gpBUJ ouoxjJBq jo
‘SB IjgqXOUB OX UJJTJ UOTSTA3J3X poqTSSBJD SXT UT p9TJJB9 X^PX 9dXx JOU9dns y auoxjxBq X99JIQ
9UO jo uopTppB 9qx *UI SuiqqriQ UBqx Joqxo J9dBdsA\9U b ut ^uisp •sxopjooq jo
•uijp UO -J3Apy (x) *§UISlU9ApB X^idsia ‘sj9pjoj ‘SX9PB9J ‘SJ9XX3J qSnojqx
gmpjoooj joj sq9BJX punos jbjo •SSBj^ J9pun puB SB-9STMJ9qXO JO ‘SJ9JB9p
-aos jo guiuiquioo 3qx ‘SuiqqnQ S9SB9 UT spoo^ 9qX SBq XBjdsTp ‘U9UIS9JBS ‘SJ9SSBAUB9 ‘SJTBUJ 9qX
B9Jy 49qJEJ\[ p94BU§IS9(J UI UIBJ^Ojd {BUOpOlUOjd S J3SI4 XqBnsn ‘3UJI4 jo pousd psxq b
S3uq 9}b8b J3qjp ui ‘uiopoq 3q4 quuduji S3UJT4 3J0UI JO 0Ai4 psXBjd JI S43§
04 9$Bd 9q4 jo do4 ujojj pojns J3JB3p 3q4 JOJ 4J3J X|4U3nb3JJ SI JBpJ3UJUI03 JO UJBJ^Ojd B 33U3
-B3UJ 99Bds UUJiqOJ B JO UOIS 3DBds ‘jlBUI 433Jip JO ^UTUUBjd -ipnB p34B3iydnpun 3qx *(9Ai4Bj
-uaujip sqx *suuirqo9 jo sq4d9Q 3q4 UJ 'J3SIJJ3ApB JBU0I4BU B JO -nuino joj uoi4uiA9jqqB) 910113
ub jo uopjod oqx (l) *9§ei9A03 -U3A 8uispj3Apy (^) ,Xj4snpui -q4043 pUB pooj SB q3US £S3JTS3p
•suoqisod J3A0D joj pa^JBqo 3]§UIS V UI suuq JOJ UOpBOOS jo S4UBAS. uBUinq XjspBS X4433J4P
-sb 3pBJ4 b q§nojq4 uoi40UJOjd 4Bq4 S43npojg *spoo§ j9innsuo3
3JB S34BJ BJ4X3; *J3A03 q4JU0j 3q4
4Uiof (3) -3J04S JIB43J 9q4 UI 3JBS •^UIST4J3ApB 4BUOISS3JOjd
si J3A03 q3Bq 3q4 JO 3piS4no 3q4
UO 43npOjd SJ3JU43BJUUBUJ 3q4 £^UTSpj3ApB 4BU4SUpUT £§UISpJ3A
£.J3A03 pjiq4 oq4 si J3A03 qsBq
3q4 jo apTSUi 3q4 £J3A03 puooss JO JJ^qoq UI 404400 4IB43J 4B304 -pB 3pBJ4 04 4SBJ4U03 ui ‘43upojd
3q4 SI J3A0D 4U0JJ oq4 jo opisui pUB (j3JU43BjnUBUj) J3SpJ3ApB 3q4 3sn X44Buosjod 441AA oqAi
3q4 ^ J3A03 4Sjq 3q4 UMOuq si 4BU014BU b jo uopouiojd 4u4°f 34do3d 3soq4 04 p3433jip ^uisi4
uopBDqqnd v jo 4U0Jj sqx *-i9A°3 (X) *§UISpjl3ApB 3AIJ^J3do03 -J3Apy *SuiSI4J9ApB J9UI11SU03
•3ZTS J3q40UB 04 •§UTSpJ3ApB UI p3SU X43piAi
•0X6I-X96X punoj^
UExfog ’uopdaDsp snoTAOjd jo 4U3 3J3M 433qs 3q4 JI 3q P4U0AS. 004 40JSJ ’P3J04S sq 04 qsB sj3ujo4
Ill
-SrD JB43UI JO SU04 9ip 3g3U ajoui jo 0M4 q4iAi uopaauuoa ui ‘Aioj AjaApBjBduioa b q4iAi auo4
-§BUI JO poipund JO SJ33J M9J B pa4UBj§ 34BJ jBpads jaqjo Aub -jpq y *auojjjBq U39J3S-9SJBOO
04m sassajduiox 's^stj s4JBd puB 04 osjb saqddy •jaqsijqnd auiBS piun ^uqduiBS b sb spnpiAipui
33Ijd 4S3IJOp3Jip 3UOqdaja4 JOJ aq4 Aq pauAio badBd ^uiuaAa ub UBq4 jaq4Bj aydoad jo sdnoj§
pasn adXj §uisoduioa jo poq4aui puB jadBd 8uiujoui b sb qans sasn 4Bq4 ajduiBS ‘^qiqBqojd
y ‘uopisoduioo pazijajnduiox ‘sjadBd 0M4 joj 34bj aaBds pp jo ‘uiopuBJ y ’axduiBS jajsrqo
qooj 04 si pB jBuq Avoq Aioqs -ads y (x) -axei uopeuiquiCQ •uopBaqqnd b jo uop
04 ‘S]IB43p AjBSSaaaU J3q40 pUB •^uiABj^ua auo ui a4Bjd auq puB -Bjnajp aq4 jo J343BJBqa aq4 8ui
‘auiaqas jojod ‘azis joj a4Bjna auo4jjBq y -aj^jd uopBUiquioj) -§pn[ ui pajapisuoo ’aapd uop
ob 4uoAbj y •aAisuaqa.iduio;^ •uumjoa aq4 jo q4ptAs. aq4 -Buiquioa paanpaj b 4B pajajjo
(•^UT443S jaA34BqA\ ‘apiM uuinjoa auo puB ajB suopBaqqnd 4uajapip ajoui
-adX4 jo AqdBj£odA4 pajpa osjy) daap qaui auo jBaipouad b ui jo OAp 04 suopdpasqns AqajaqAi
•<?upuijd joj ad^4 *?ui£ubjjb ajnsBaui jo 4jun y •qaui-uunqox 4uauia^uBJJB uy *J9jjo Suiqqnjo
puB £uqquiassy ’uopisoduio^ •S34B|d J0J03 34BJBdaS uiojj suois •ajnpaqas
•adX40uop\[ -sajduii pauiquKQ *joojd aojo3 s(uopB4S aq4 ui papnpui aq 04
jo adA40uirj Aq sb ‘adAj ui 43s 4uauia^BUBUi qjo^au jo uopB4S
qsiqunq ’§-3 ‘uoqBz
£upq Adoa 3q4 jo spaau 3q4 joj b 04 jBAOjddB joj pa44iuiqns aq
-iub^jo jaq40 jo uoqBpossB ub
papjoui adA4 aquasap 04 pasn Abui 4uauiaaunouuB jo uiBj^ojd
‘uoiun b ui diqsjaquiaui a4BDipui
ujj34 y (4ojq) 'Adoa aq4 asod oipBJ B 4Bq4 ABp jo jnoq 4SB{
04 pasn sqjBui ^uipnpui ‘uop
-ujoa 04 puBq Aq asBa S41 jo 400 aqX (3) 'uinipaui aq4 Aq paq
-bziub^jo jo dnoj^ aAqaaqoa
paapid ‘papjoui ApBajjB odAjp -pads si auip §uisop aqx 'sussi
jo uopBiaossB ub OAqBjadooa
(puBR) 'odA4 ja4UMadA4 -§-3 uaAi§ b ui jBaddB 04 SI 4U3UI
b jo sjaquiaui aq4 Aq pasn U014
i]B4aui ua4joiu uiojj Apaajip 43s -aspjaApB aq4 ji spuBq s(uinip
-Baqpuapi uy aAijaapo^
4Bq4 uBq4 jaq40 pas AjjBaiUBqaaui -aui aq4 ui aq 4snui sa4Bjd puB
•S4uaqa-uou puB Adoa |JB uaqAi jnoq jo ABp aqx
‘adA4 |B43]y '(pjoo) <uopisoduio3 S4uaqa joj qjoq ‘sisBq aaj pa4B (l) -moq Suisoja Suisojo
7 ™?ds -po^au b uo auop Apsoui Aujjq
•^UTAiaiA
aa§ (o£b4S aApua4ag ta^bqs •S4uaqa 04 ‘sosbd Aubui ui aaj
aXBATjd joj ajqBa Aq paxxiuisuBJX
^uTjaauoi^ ajBcfuio^) oaua 4noq4iM pajapuaj ‘saaiAjas BJ4xa
uoisiAayaj aAiq ’xinajia pasojo
-jajajd aq4 ajnaas jjBqs 41 4Bq4 ajaAi asaq4 Ajibut^ijo ‘saipn4s
japjo ui paqsqqB4sa aq 04 SBq •jBpjaui
4anpojd A\au ‘^uisipuBqajaui
spuBjq jbjiujis jaAO A4ijouadns -uioa jo uiBj^ojd b ui paxjas
‘qajBasaj ‘uopouiojd sajBS sb
jBnpiAipui S41 4nq ‘paziu^oaaj -ui uijq jo aaaid xjoqs y ‘dijO
pans ‘uuojjad sapua^B 4uajajjip
si ssaujnjasn jBjaua§ S4j uaqAi ‘APdj^ aag *9uii4 AB9X3
saaiAjas jo suuoj ajqBuoissiui
saqaBaj 4anpojd b a$B4S £uisp • (u oil
-uioa-uou aq4 aqpasap 04 ‘uua4
-jaApB aqjL ‘oSejs gAppoduioj) Aaua^B uy -saaiAjas xBJaxBjjox -Pis iduupcjj-jPuoi'SafuoztPff
■SuiiwJdjqpj aaq ‘ajqBa puupcjo-jpjoq aaq) 'ajajjaxui
(•pjOM AjBuopaip jo a4isod
jbixbod b jo subouj Aq sjaqpas 04 40U sb os by uiojj paAOuiaj
-do) 'auoja^ ‘dnj-ojp) ‘uBjuay JBJ SUOpB4S JB30[ JO JBUOT433S
-qns jo S4as uoisiAap4 aqj 04 sb ‘sqjBuiapBJ4 joj pasn ApAis
paABjoJ ajB sujBJ^Ojd aq4 qaiqA\ 0M4 jo auo Ajqissod q4iAi ‘jPs
-ua4xq -pjOM b ^uiuijoj sajqBy
UIOJJ pUB ‘SUOI4B4S AuBUI 3A13D -41 04 pB puBq Aauanbajj aq4 uo
-jAs jo uopBuiquioa AjBJ4iqjB
-aj UB3 4q^iaq snoa^B4UBApB ub puuBqa b u3ai£ si jaA\od uinui
puB pui^uo uy -pjoAi pauioo
4B paaBjd buu34ub auo Aqajaq^ -ixBUi aq4 paAioyjB si 4Bq4 uopB4S
•ayqBa jpixpod oipBJ y -uoix^js x^uuuq9-JiB9X3
poq4aui y *(AXV3) nois aq4 cayqB3 auiBS aq4 q§nojq4
-TAopx Euuajuy A4iunuiuio3 4uas •uiBj^ojd jBpjaui
ajB sapuanbajj q4og -uioa b joj auip apiAOjd 04 uoi4
•41 ^upsBapBOjq ui paumsuoa ’Kd u0 ojpnB aq4 ‘Aauanb -B4S B q4TAA a^UBJJB 04 SI 3UII4
auip aq4 jo sisBq aq4 uo anua -9Jj pqy uo 4uas si 4JBd pnsiA
JB9J3 OX (z) pSBapBOJq B UI
-A3J aAuap SU014B4S ^uqsBapBOjq aq4 ‘uoisiAap4 uj *axquo uoi4aajas paisnui uiB4jaa b asn
qaiqM. uiojj uiBj^ojd pajos -sauo4jjBq auq 04 jo 4uauiasqj3ApB ub ui uop
-uods y *uiBJ§ojd ppjauimo^ jo uopanpojdaj aq4 joj ayqB4ins
-B4onb jo qdBj§04oqd b asn 04
’OipBj jo uoisiAap4 uo a^BSsaui ‘qsiuq pjBq ‘q400Uis B 41 ^ui saajnos ajqisuodsaj uiojj uoissiui
s jaspjaApB aqx qEpj9uiuio3 -at§ ‘paqddB uaaq SBq ^uqBoa b -jad |B§aj uiB4qo ox (x) '^313
•S^UIAiBjp ajn4B3IJB3 JO qaiqA\. 04 jadBd y -Jiadud pajuoo •sauiz
uoo4JBa jo sauas y -dpjs oiuicq •jadBd asjBoa uo ^upuud joj -b^bui ssbui sb 04 pajjajaj AqBja
•34Bjd uopBUiquioa b joj ajqB4ins ‘qaui aq4 04 sauq £8 -JO -ua§ ‘suopBynajia jo^jbj jo sauiz
pud 34bj aqx (z) 'sjBaipoiJad ‘^9 ‘09 ApBnsn ‘uaajas ‘asjBoa jo -b^bui 04 4SBJ4uoa ui ‘sjapBaj
OIL
omooui-q^iq paps q3B9j XBqX UOTXBXS §UpSB9pBOjq B UOqM ub Adoo ox xspJB ^uqqBU9 sxno
suopBoqqnd gqposop ox posn A\ SUIBJ^Ojd qJOAiX9U UOOApOq -Ab| ^UiqBUT UT post! 93TA9p y
-9SOOJ UJJ9X 3qx •S9UIZB§BUI SSB|3 jo guunp S9uiyx *^3J[q uiEq3 •Aorq ApBTjTuiBq -cpupni bj9uib3
•SUOI}12J}SiqjT •SUOpBXS UOTSTA9pX JO qjOMXOU •JTB 9qx uo ST BJ9UJB3
puB ozis ut poxiuiq 9jb sxuouj y (£) -SUOpBXS p9XBpOSSB 9qx qOTqAi §UpB3ipUT SBJ9UJB3 UOTSTA
-9spj9ApB 9qx *3p§ joj sjb^ q^nojqx -9px UO xq$q 4opx *jq§H
^upsBopBOjq snoouBX
‘apq joj sosnoji ‘poxuB^ suop qnUITS JOJ P9X99UU09J9XUT SUOTX •AxTXU9pi SXT S9qSTjqBXS9 puB
-ISOJ ‘psxuB^ dpH ^jduiBxg -BXS OTpBJ JO UOISTA9J3X JO UJ9XsAs U0TXBU^TS3p JBpigO SXT SB S9AJ9S
•papq^l os suumj03 ut £s93taj9S pgqsqqBXS9 AjjBjn^oJ y (z) 'Aoi qoiqAi ‘uopBXS ^upsBopBOjq b ox
JO spoo^ JO S9SSBJ3 UTBXJ93 JOJ -jod ssouisnq puB Puouio^bubiu U0ISSTUJUJ03 SUOTXBOIUnUJUJO^'
OpTSB PS 9UIZB§BUJ JO JodBdsA19U ‘diqsjouAio oujbs oqx qxiA^ SX9J jBjgpoq 9qx Aq pou^TSSB sjoxxsj
v jo suoipas ui poqsqqnd £ut -xno jibx9J jo dnoj^ y (x) *uiBq3 jo uopBwqiuoo 9qx *SI9JX9X
-sqjOApy -SuispjaApy pagissE|3 •SJ9p
'll uolfaZ ‘pzzuofups
•SUOpB3qiSSB|3 ‘SdUOjPAoqpq (SAdiunudpu[\ dcfi -U9|B3 P9JJB3 ‘sqoj AAB9q U99Ap
9UJp uao sq sps uopBXS q3Bq 10 JPd$ 'S’9 ‘S99TAJ9S JO SpOO§ -9q J9dBd oqx ^upSBd Aq p9jno9S
•UO OS pUB £q SSBQ ST ApS03 qons jo S9psp3X9BJBq3 J9qxo £93Bjjns poqsiujnq ‘qxoouis b
Xsoui ;x3u 9qx i soxbj y ssbq JO A3BJU99B ‘AxyjBnb £9JTBpBJ qxiA\ J9dBd y ‘jad^d paiapuaj^
p9jjB3 9jb £-urd xi puB ’uj d 9 -UUBUJ JO 9pOUJ £|BTJ3XBUJ £ut£tjo •3|qB3 Aq 9Uioq ox oipnxs AXV3
U99Ap9q AqBnsn 9iup uoisiAspx AjpJ93 OX qjBUJ 9qx JO J9UA\0 ujojj AjX39Jip soop) -ui9XsAs oqx
ApSOD puB 9jqBJTS9p xsoui oqx 9qx UBqX J9qXO SUOSJ9d JO S99IA Aq p9UJB3 SJBU^TS XSBOpBOjq JO
JOJ S3XBq -S9JKJ ‘3 ‘a ‘y SSB{3 -J9S jo sxonpojd 9qx qxj^ 9ATSTT|3X9 £JOXBJ9do AXV3 3LP
uop
•guiSpjOApB JO SUJOJ -39UU03 UT JO uodn pgsn U^TS9p Aq p9XBUT^po U99q SBq qoTqM
-qojd £iq oqx jo ouo st uopBjno jo 3UJBU y uopB3qpj[93 guTUiUTBj^ojd 9qx *§uixsB39xqK3
-JT3 JO UOTXBOqpOA puB XUOUIOJUS •Adoo p9XBU 3
-B3UJ 9qx 'OOUOipUB JO SUIJOX -TpJOOD §UTSTT SJ9UBd XU93BfpB
ut ox pojjojoj AjjBnsn st uopBjno •9§9JTA nd
omx (joopxno) 'pp^dtfy 9$p4
-jp :aX UI (€) 'ABjdsip 9AJ3S XSBOpBOjq OTpBJ JO U0TSTA9J9X JO
-djqnop P9JJB9 9STMJ9qXO ‘J94U39
-qo 04 AxTunxJoddo ojqBuosBOJ b
9qX q^nojqx punoq uopBDqqnd
3SBqojnd joj uiJ9X £mpuods9jjoo
9ABq OqM SJBnpTATpUT :§UTSTXJ9A 9qX ST 9UJTX SuiAnq ^u3ts joop
B JO S9§Bd OJppTUJ §UI3BJ OMX
-pB UOTXBXJOdsUBJX pUB JOOpXUO 3qx SSOJ3B poxuud X03UJ9SpJ9A
-xno UB JO ‘UTBJffojd B £|B3TpO
UJ (zj ‘UOpBpiDJp 2uo\v-ssvi -pB uy -(xuijj) pB9Jid8-J9xu93
-nod b sb qons ‘mnypouj U9at§
ox XSBJXU09 UT ‘jopBOJ 9qx Aq B UT XU9UJ9SpJ9ApB UB XJ9SUT OX
•uoTXBDqqnd b
JOJ pTBd XBqX ST UOpBJtlOJp dlUU(l xq§n 9qx ^uiAnq -93Bds SuiAng
JO S9§Bd J9XU93 §UOBJ OMX 9qX
:§mspj9ApB uopBoqqnd uj (x) ‘uopBjnojp 99JJ ^psqpBnb^ jo
UO XU9UJ9Spj9ApB UB Aq p3Tdu9
'SOqOBOJ lUnipOUJ b 9jdo3d JO J9q pgjjojxuoo sopnpuj -suoixBoqqnd
-90 93Bds 9qx *p^9jds JL9XU93
-uinu 3qx ox sjojoq *iioijTqnDJ[i3 ssouisnq sxipnB XBqX uotxbztub^
■uoiSMdfdjz
'J9p|OJ JO X39qs B UO poxuyjd -jo uy (yda) 3UI ‘uop^t
XUOUJOSqJOApB Uy -JBX113JI3
vuudiuy faiuntuMop) 99S *AXV3 -n3Ji3 jo Xiptiy sjade j ssauisng
•9ZTS U3AT^ B JO •J9qjBp JJTXS
•poqpods SB p9JB9d
9dAx ui X9S U3qM Adn330 ||TAl JBoddB 9U0XJ]Bq B UT SB9JB qjBp
-dB XU3UI3STXJ9ApB Siq XBqX 90S
Adoo JO 939ld B 93Bds JO XUUOUIB 9qx ^UiqBUJ JO X9B |B3TUBq39UI
Abuj 9q XBqX os Aouo^b siq ox
gqx ^upBurpsx *po §unsB3 gqX *(SmABJ§u9) Suiqsiumg
JO J9STXJ9ApB UB OX XU3S UOqBDTJ
•S9ATXB^9U U0pBJBd9S
(■ J9JJ0 U9ppqx p9|]B3 osjy)
-qnd b jo Adoo y -Adoo §uiqo9q3
UJOJJ J9dBd UO ^upuijd JOJ03 JOJ •STSBqduJ9 jBOiqdBJxtodAx jo
•S9XBjd oojbuj ox JO ss9jd oqx
ss930jd 3iqdBj§oxoqd y *ojqjB3 uodnoo b JO osn xnoqxiAi xusuj
joj dn poopoj st odAx sqx qoiqM
UT 9UJBJJ J99XS JO UOJT 9qX *9SEq3 •uop -9STXJ9ApB UB JO X*9X UTqXTAi
•sosodjnd ^upSBDpBOjq J9qxo -BJXSnqT UB ^UlAuBdui033B J9X XU9UJ9XBXS B JO SUB9UJ Aq OpBUJ
OX JO ‘UOTXBXS UOTSTA9J9X JO OipBJ
-XBUJ 3ApdlJ3S9p 9qx ^XU3UJ3SpJ9A uopBiujojui jo £9jduiBS ‘xojqooq
U9AT§ B OX p3Ux?ISSB SOpUOnb -pB ub jo ^uypBoq 9qx *uoixdE3 ^ joj jojjo uy *J9jjo paijng
-9jj OTpBJ jo puBq y qauuBq^ •9Ujp yp9unqw sxu9UJ9spj9ApB jpqx
• (uOTXBDg jo poijgd pgqpods b joj spu9x §UTABq OX X93fqO SJ9SpJ9Apy -XT
-qUOpi JOj) S(QI JO SqPdAq UIPCfD
-X9 qoiqM 33TAJ9S jo x^npojd 9A0qB puB 9pisguOJB SXU9UJ3Sp
SB OX pOJJOJOJ 9JB SXU9UJ99UUOU jB|n3pJBd b jo JJBqgq uo XJ0JJ9 -J9ApB qXTA\ 9§Bd 9qX jo J9UJ03
§UTSTXJ3ApB 3qT39ds y *U§lEduiB3 UJOXXOq 9qx XB JO cSXU9UJ9Spj9ApB
-UB 9qx ’ (SpUOOOS 8) XU9UJ
-99UITOUUB XBT9J3UJUJ09 B S9AT§ ’9ZIS 9UJBS 9qx joqxo Aq pgpunojjns XU9UI9STXJ9A
puB (spU099S z) jpsxy SOljqUOpi UT JO J9|jBUJS £J9^JBJ UOpBJXSn||T -pB uy •ju9Ui9Sixi9ApB p9i.mg
60L
•§UISpj3ApB J3d^dsM3U JO UOI4 joj pasn X4qBnb ajqBjnp b XqBu joopjno aq4 jo sa^pa aqj J9AO
-OUJOjd pUB qDJBOSaj 04 pajOAOQ -T^TJO £33U3pUods3JJ03 JBpjaUT unj sa^pa S4T jBqj os juauiasijjaA
*(V J° 9) SnispjiaApy jo neajng -U103 ui pasn Xpuanbajj 4SOUJ -pB ub ujTjj puB 4uud ox -paaia
•uopipa jadBd §ui4UAi aqx -Jaded puog •j94Sod paajq b qjiAi
sup sassiui aq ‘XjjBa ut Xdoa •suoijTuqap asaq4 sjBaddBsip puB ‘jajsod 4aaqs
Siq 43^ 40U S30p jaspjaApB UB ut s^uipBaq 3qj ‘ajduiBxa joj 0£ b joj j9mojjbu ^ajduiBxa joj
JI ‘sauBjd jo SUIBJ4 4q§iu aq4 £adX4 auq XABaq y -adXj aaejpjog; ‘ja4Sod jaaqs pz b joj jsapuw
UO SJ3pB3J UMOJ-JOqUO 04 4U3S •J33qS JBJ3UJ st 4j -pjBoq azis pjBpuB4S b
PUB $UIU3A3 guipaaajd 3q4 X|JB9 uiqj Xub 4UB3UJ XjJBUlglJO 34B|d uo pa439ja ja4sod b punojB ut^
pajuud si 4Bq4 jadBd ^uiujoui b J3jioq ‘sapisui 4U34Bd pajpa -jbuj a4iq/A aqx *eaiy SuTquejg
jo uoqip3 4BqjL uopipa Sopqng osjy -uopisodmoa jo sjsoa jpq4 •a4iqAi puB >pBjq
•X40 puB 34B4S 4na 04 saqqaaM Xj4unoa 04 S34B3 pa4upd ajB sjadBdsM.au 4sopj
Xq p34JOSSB ‘sajpunq ui aaqjo -TpuXs J3q40 JO S3T3U3^B SAS.9U Xq •jadBd 34iqAi uo ‘qaBjq XqBnsn
qsod aqj 04 pajaAqap aq 4snuj 41 paqddns 3jb 4Bq4 cS4U3UJ3si4J3a cXjuo jojoa auo ut pa4uijd 4uaui
-pB puB SAi3U §uipnpui U34JO
C4U3S £?Upq ST [IBUJ SSBJ3 pJTq4 jo -aspjaApB uy -ajiqM pue qaejg
XjquBnb b uaq^ -Suijieui qqng ‘adX403J34s ui sa^Bj -ajejd Japog •uoi4anpojdaj poo^
'p</ wsi\q oos *pJH3 ^iqqng •J34JBUIS JO ‘3ZTS UT S4UK)d 04 spBaj a4iq pooQ -ppB §uiqa4a
PI 3dX4 XqBnsjq -S4U3UJ3Si4 aq4 jo uopBaqddB ajBjBdas qaBa
•qdBjSouoin
jo japjooq XauBj y -ajmpojjj -j3ApB jo sauqpBaq 3q4 ut pasn Xq £uiABj3uao4oqd ut pauiBj
adXj XB[dsip ujojj p3qsm^uT4 -4B qa49 aq4 jo q4dap aqx
•OTpBj jyq puB jyy ‘uotsta
-STp SB ‘J344BUT §UipB3J JOJ p3SU uaXB[d
"3P4 dHA dHA 04 pauS’is Xjuouiuioa adXj aqx -adX^ Xpog
-SB 3JB SapuanbajJ JO SpUBq 34BJ
4iq b si 4i sXBjd oqAi jaujjojjad
•34B|d 3UJBU puB S3UTJ aq4 puB £4JBd 4jq b si uiBJ^ojd
-Bdag ‘SUOT4B4S ^upsBapBOjq 04
-pB3q 04 4SBJ4U03 UT ‘4U3UJ3ST4 3T4BUJBJP B UT 4JBd J|BUJS y -jig
p3Ux?TSSB S9ABM 3T43U^BUIOJ433[3
-j3ApB jo 4x34 utbjaj -Xdoa Xpog; •aauB4Jodtui jo japjo ut jib aq4
JO S3T3U3Tlb3JJ JO 3^UBJ 3qj JO
‘S33U3J uo 4U9JB4 jo 4ipaja aujBjs^ (3)
4JBd jBqx -umjjaads jseapeojg
pjBOq UO paXBjdsip 3J3Al SJ3 •Xaua^B ^uirspjaApB ub Xq auop
•S43qjBUJ C,l_ UI X4TAT43B UOTS
-4Sod snajp puB jB3TJ4B3q4 uaqAi ssauTsnq jo 4unomy (x) ’Suiina
-TA3J34 [|B SJOJTUOUI XqB3IJ433]3
pouad 3q4 ut S’upBui^uo sui43[ •spuoaas 8 Xjjb
4Bq4 33TAJ3S 3JBAIjd y *(>IVa)
-ynq p34uiBd puB spuBd J34Sod -nsn ‘uiBj^ojd b jo asop jo 4JB4S
sjjoda^j §uispj9Apy jseapeoig
joj uJJax -(joopjno) spjeog aq4 4B pasn £ub^O[s b snjd jos
•A\0qs OipBJ JO UOTS •Xub -uods uiBj^ojd b jo auiBu aq4 jo
-TA3J34 B UI S3U33S OAAJ ^UDJUIJ JT ‘S33J X4|BX0J UinUJTUTUI q4TAi uopB4uasajd uoisiAapj aqx (3)
3ro 4aajja punos jo aisnjy *3§pijg SAiOqS UOTSTA3J34 pUB OipBJ 04
•Xjjsnpui aq4 ut pasn XyjBjaua^
•pjOM aisnui appojd 04 :uoi4aunj jaiqx mou 40U uuax ’u§ts joop4no ub
qjBUI3pBJ4 B \ qjBUI JBTJ043Td •3uj ‘aisnjy 4SB3pBOjq TIM'S joj auiBu jBjndoq (1) 'PIBOClina
3q4 04 4SBJ4U03 ut qjBiuapBjj b •UOTSTA3J34 •pjBoq
jo 4JBd uaqods aqx *ouieu puejg q^nojq4 p344TUJSUBJ4 jo J34Sod Mapaq ^uTspjaApy |buot4B]sv[
■uoijvfnoAij (0 b sb pasn aq 04 4uaujaspjaApB aq4 q4TM paqpuapi osjy ’siaAaj
lipny Mdfivq routing aas ’Vda uoi4Baqqnd b jo sb ‘sjBua4Biu |B30{ JB XjapiM sqjo^ -spoq4aiu
•(4U3UlXBd |BUOT4ippB ]BTJ043id jo ‘pa4upd ‘ua44pAi ssauisnq 4uajnpnBJj puB §utst4
ub 4noq4TM jo qjTAi) 43npojd 3q4 jo 4uaui9§,jB}ua 04oqcj -dn-A\oja -jaApB aApdaaap 4sutb^b aqqnd
jo a^BqDBd b ujojj do4 xoq jo •adX40J4aaya jo §uTABj§uao4oqd aq4 4aa40jd 04 Toddns ssauisnq
pqBj 3q4 ui guipuas Xq lunuuajd joj UJJ34 qsppq (£) -pa4unouj 9pTM q4TM MOU pUB ‘SJ9ST4J3A
JO 4JT§ B 43§ 04 J3UITTSU03 3q4 si a4B|d §upuud aq4 qaiqM. uo -pB Xq paqaunBj uot4bztub^jo
04 UOT4B4TAUT uy -SJ9JJO doj xog asBq jB4aui jo poo^ (z) 'sXBp uy -sneaing ssauisng jajjag
’8£ X <sZ {BjaAas uo auip 9ujbs aq4 jo diJ4s •94TqA\ ajnd ut jo sjojod piyos
‘3ZIS 3TSBQ *S>p04S J3A03 pUB Sjad b jo ! jib aq4 uo spouad aujp ut Xyuo paanpojdaj aq pynoAi
-Bd Suijum. ujojj paqsingupsip aApnaasuoa jo 49s y (4) -qaojg asTMjaq40 4Bq4 qjOAi4JB jo sb3jb
‘SJapjOJ puB S43JJB3J 4q§T3M4q§TJ (/pjB3 ajqqnq^ paqBa 04 (s4op jo sauij) suja44Bd sno
JOJ SB |[3M SB ‘sqooq guquud osjy •suia4T qBuis joj pasp -tjba jo aaioqa b ut S4UT4 papBqs
ut pssn jadBd y -jaded qoo$j •pjBa b 04 asipuBqajaui Suipjoq saqddB jaABJ^ua aq4 qaiqM Xq
'(OZ = ZZ X Ll) apsBjd jo sjqqnq pauuojajd y poq4auj y *(XeQ uaq jo) Xepuag
•qi OZ si spB3qj3443j joj 3sn 3Ais •uijaj ^ui^BqaBd y -qaed jajsqg •§uTdX40J4aa}9
-U34X3 4SOUJ UI 4q^I3Ai 3qx 'S3T4 •UI^JBUT ou ^UTABaj §uunp uopaa40jd joj ujjoj adX4
-TJU33S J3q40 puB SpUOq §UT4UTjd ‘uopBaqqnd b jo a^Bd jo pjBoq b jo sapis aq4 4B paaBjd fB4aiu
SOL
-JBUJ B UI 3pnpUT 04 S3U0JUJ3J -3p 3q OJ S[Bpj3UHU03 3S0qj JO pUB ‘S3piSJ3ATUn pUB S3§3JJ03
JBqAi ^uippsp UT pssfq -sjnoq SJ3Aq3p Oq/A UOpBJS OipBJ JO AX UT <?UTSpj3ApB JO SJ3q3B3J JO
$UTAi3IA JBJOJ JO 33UBJ3pUOd b jo J3qui3ui jBqx *J99unouuy UOpBDOSSB JBUOpBU 3qx *§UISIJ
-3jd B 3Ap03J SUOpBJg J3>[JBJA •3^BSS3UJ 33TAJ3S -i9Apy jo Xuiopcoy u^DiJamy
Oiuopj 9qj qoiq^ ui sspunoo oqqnd b jo 3§bss3UJ S(J3Stjj3a ‘uoypjnpoytf dpwijduiy 03S ‘IVV
JJB JO ^UpSISUOO B3JB JB3iqdBJ§> -pB UB SJU3S3jd qOiqAi csuibj£ •3Uip
-03§ OATsnpxo sqj guiAAoqs -Ojd U33A\J3q JO UiqjTAi ‘qjgusj 3qj Jjb dn Xnq oqAi sjosuods
nBOjng qojB3S3g UBopsujy 3UJp JO SS3JpJB§3J ‘|Bpj3UIUJ03 SupBdppjBd jo jsquinu b 3ABq
aqj jo uoijBogissBp y (KIV) oypBj jo AX ^UV *JU3ui93unouuy SAiOqS JSOJA ,3J3JOSqO 3Jinb 33TJ
99U9rqjuj jueuiuiOQ jo E9jy 'SS330jd Xpsoo -DBjg -q33Ai £utau>jjoj 3qj J3qjo
•Adidmi'p B ‘q3BJJ punos B qjTAi UOTJBUJ 3qj ‘q33Ai 3U0 JUBUIUJOp J3Spj3A
-ny 335 -riBOjng qojBsssq ubo -TUB JBjn§3J JO cXjUO SUJjq JU3JIS -pB 3U0 qjTAi ‘UJBjg’ojd 3[§UTS
-TJOUiy 3qj JO UOpBJsdo qOJB3S3J UO UOpBUITUB p3JTUJTJ 3q XBp\[ B 3JBqS SJ3Spj3ApB AX 0A,l:>
3qj jo jjBd b £uo st pjoqssnoq ■S3JJ3U0UBUJ JO S3x?Bq3Bd SB q3RS diqsaosuods 3jsuj9jjy
B UI UOTSTA3J3J 3qj uoqAi £ui cSJ33fqO P3JBUTTUB OJ JO SU00JJB3
'UOpBJS
-pjoosj joj 30iA3p 3qx *uojniq.iy p3JBUJTUB OJ J3J3J UBp -UOpKlUIUy §UpSB3pB0jq B OJ U0TSSTUJUJ03
•xbm ddjiqn[ ■LidSiUda^y jpuoti suoTjB3Tunuiuio3 jBJspsg sqj
‘dBOs jvdQ ‘uibojd §uiABqs or/y ~PN 1° uoijppossy 335 ‘y'NrV Xq 3pBUJ J3A\.od puB X3U3nt)3JJ
•§•3 ‘Xjpuspi OJ ST JT jonpojd ’Wd—uoppjnpotu XJUdnb JO JU3UJU^TSSB 3qx ’UOpBOOJjy
3qj jnoqB 2uiq;ou Sdjouuoj -3AJ 93S qq^JU JB X[JBp3ds3 ‘boud$p 2m
qOTUAA qjBUI3pBJJ B SB p3SU pjOAl 'jsqjjnj pjB3q 3q ubd jnq jyg -undapy 335 XouaSB 9JAbo ej y
XjBuopoyp y *>[jbui Xrejjiqiy sb poo§ sb jou XjqBnf) ‘(jyg) •uopDnpojd jo
Lnidnbd.i\ sjt £utXjba oj jsbjj
(•qoBOjddB qsBp £JB3ddB UIBjgojd ‘JU3JBJ 3JBUJBA3
-U03 UT ‘3ABA\ 3p3U^BUIOJJ33p
puB ‘qoBOjddB jjoqs ‘qoBOjd oj ssn Xbuj josuods b q3iqAi
3qj jo (3^ts) dpnpj^iup 3qj §ut
-dB lumpsui ‘qoBOjddB guoj puB ‘jSBDpBOjq B JO Xd03 3jq B
-XjBA Xq SJBU<?TS 3p3U^BUJOJJ33p
st ojoqx) 'SjqBpBaj 3q oj sssbso SB S3AJ3S JBqj JSBDpBOJq JBUJ3B
^UPJTUJSUBJJ JO poqj3UJ 3qx
XdoO 3qj 3J3qAi JUTod B OJ 3jqiSTA UB JO ^Uipj033J y -q99q9 Jiy
‘(IVY) uoijBjnpoiu gpnjqduiy
Xjjnj ssuioosq jsjq J3jsod 3qj (<(;3UTZB§BUJ STqj UT
3J3qM JUTod 3qj UIOJJ J3ABJJ JO ‘sjoqsijqnd jsouj noX p3ss3jduiT pB q3TqAV>,
3Uq 3qj ^UOJB p9jnSB3UI 33UBJ jsdBdsAsou XBpunq puB XjiBp : JJB33J pdpipun oj jsbjjuod
JO UOpBDOSSB 3pBJJ JofBUJ 3qX uj <i(;3J0j3q pB syqj U33S noX
-STp 3qx •(joopjno) qoBOjddy
•(‘Y‘d‘N[‘V) uoijBioossy 4sj9 SABJJ^ SB UOpBRJTS 3JRSodx3 JBU
•jtbiu ubj f sjosuods
-qsiiqng J3d^dsM9\[ u^ouauiy -T^TJO 3qj JO XjOUJ3UI spuspuods
JO SUOpBJS U0TSTA3J3J JO OipBJ
•SJ3UJJ0JJ3d JJB -3J B PTB OJ SJBU3JBUJ JO SUOp
Xq 30U3ipnB guiU3JSq 3qj UIOJJ
JO S3JB3S 3§BAi JO §UpJ3S 3qj UT -ssnb ^upduiojd sssn jBqj snbiu
p3Ap03J UOpBD3jddB JO JU3UJ
-uioo jo sjsjjsq qieui osn^jddy P3AJ0AUT uoiun y -(y^XIV) -q33j q3JB3S3j y qjB99i pgpiy
SJSIJjy oipu^ puu UOTSIA •p33Bjd sssuisnq JOJ
•jonpojd 3qj jo 3SBqojnd 3qj
-3pX J° uoijBjapox iiuoiiauiy U0ISSTUIUJ03 B 3AT333J OJ SUJJ3J
^UTAJOAUT JBO$ B SpjBAiOJ UOS
•SJ3dBd JBUOTS sjt J3pun ssqyjBnb uotjbztub^
-jod B jps 0} p3U$TS3p ST qOiqAl
puB p3J03Jip ST JU3UI3Spj3ApB
-S3J0jd pUB ‘jBpjSnpUT ‘spBJJ -jo ub jBqj uinipsui b Xq uoijiu
ub qoiqAi oj 3Apoui oqx p^oddy JO UOTJBZTUB^JO Uy '(‘J'^'y) -^033J 3qx *uoijiuSo99ji XouoSy
‘•ouj ‘ssoig ssouisng u^3iJ9iuy •sqjOM
•gupupd •S3T3U3^B §UTSpJ3ApB JO UOTJBZ -J3U ju3J3qip jo jsquinu b 3jb
J3SJJ0 JOJ pOO$ ‘30BJJUS U3A3UU
-tub^jo jBuopBU 3qx 'S(yp 3qx 3J3qX ‘qJ0AiJ3U JBqj JO SJ3qUI3UJ
‘qgnoj b SBq jBqj JsdBd jsaoo
£ V V V V S9I3U3§y §UTSIJJ9A J3qjO JOJ 33TAJ3S JB30[ 3piA0jd
jo qoog ‘jod^d qsiuq-onbpuy
"PY J° uoijuioossy in?3U3uiy JO 33qjO JB30J SB JOB OJ XjO J0[
•SUOTJ
•U0pBJST^3J -BUJ B UT XoU3§B 3U0 JO UOTJBTjq
-bjs oj uoijnqijjsip joj opBUi sjb §UTSpj3ApB UT p3JS3J3JUT q3nUJ -jb XjBjunjOA y *>piOAij9ii XouoSy
ssjBoqdnp qrqqAi uiojj ‘jupg XJ3A ‘3jd03d §UTSpJ3ApB JO UOTJ •ju3uiXBd jduiojd
J3JSBJAJ B OJ £?UTpB3J SJBOpdo -BpOSSB JS3$JBJ 3qX ‘SUOpBTDOSSB joj jusqo oqj oj uo psssBd
puB oisnui ‘punos 3qj jo juud §UTSpj3ApB J3qjO JO S3ApBJU3S3J SI s!dX qusuiXBd jduiojd joj
sjisoduuoo y ’(AX) 5uFd -i^suy -dsj puB sqnp $UTSTJJ3ApB [B30J junoosip qsBO b sb (jusojsd c;s)
’uopppony y.idqyiqn^ jo uotjboossb uy *(jyy) uoij J3U 3qj JO JU30J3d Z A^OJJB OSJB
.idjpcjstndyi upoudiuy 335 *yj>iy -BJ3p3J §UISlJJ3Apy UU3IJ3Uiy Bipsui 3uioq qusojsd ^H^nsiX
qBpj3UJUI03 psdBJ B •§UTSpj3ApB JO •JT qjTAi §UTSpj3ApB ^UpBjd
S33FipOJJUT OqM JO ‘3ATJ p3J3ATJ ^UTq3B3J 3qj UT P3JS3J3JUT SJ3qjO qjTM UOp33UUOO UT p3J3pU3J
901
S33IAJ3S JOJ S3pU3<?B p3ZTu8033J dnoj£ y -}poAU9U Suisp.i9Apy 3ISBIUI JO ‘4dp3S 3q4 04UI U344TJAV.
04 lunipsui b Aq ppd uopBSusd •p34U3S3jd pUB p33npOjd ST 40U souq szpodujsjxs ox *qil PY
-UJ03 9qx ‘UOISSIIUUIOD A9lI9§y §UIST4J3ApB 33IAJ3S Dljqtld q3iqM •UOPB4S UOTSTA3|34
•dssp q3ui ub jo q4U334Jnoj-3uo q^nojqj ‘Bipsui puB ‘VNV JO OipBJ 3J^UTS B UO UIBJ^Ojd
puB (q;piM uuirqoD 3q4 4BqAA 3q4 puB yyyy 3q4 jo Apoq p3jnp3q3S B SMOJJOJ JO S3p33
J34JBUJ ou) 3piAA UUJtqOD 3UO 4UIo( 3qx *lPun03 SuiSI4J9ApY -ojd A|34Bip3Uiuii qDiqAi popsd
'datjudidx ‘ddipid(jiu03 ‘But •004 SJ3Spj3ApB J3q40 JO S4UU03 sp3Si4J3ApB 3qj qjiAi qonoj
-3B 3q4 3}pUBq ABjy -J3SI4J3A
-Adduoti 3JB S3§B4S sqx '^ijqnd 3Sop UI ^uidssq JOJ 3jqisuods3J
3q4 Aq 33UB4d333B S41 UI SSBd -pB UB Aq p34BJ3do puB P3UA\0 SJ ’ J3Spj3ApB 3q4 04 S4U3UI3ST4
4q£uu 43npoad b qDiqM qgnojq4 SI qDiqAS. 3UQ *A3U9§U 9SHOJJ -J3ApB pssodojd puB SUOI4BpU3UI
S3§B4S 3q4 JO UOT4B4U3S3jd3J •S4U3ip §UISpj3ApB JOJ <?UTSpj3A -UI033J S(AdU3x?B 3q4 puB 4AdU3§B
3iqdBJ§ 3qx ‘I^Jlds §UTSpJ9ApY -pB JO §UpBjd pUB UOpOtipOjd oq4 04 sui3|qojd s J3spj3A
*4STJ p3433J3S ‘UOI4B3J3 ‘^UTUUBjd 3q4 S3jpuBq -pB 3q4 §UpU3S3jd cAdU3^B pUB
B 04 4S03 jnoqjiA^ u3ai8 ‘qjBUi q3Tq/A 3UQ *AoU9§E 93IAJ9S J3SI4J3ApB U33Ap3q UOSIBIJ 3q4
-3pBJ4 pUB 3UJBU S J3SpJ3ApB "33IA si oqAi JJB4S Adu3§b 3q4 jo J3q
3q4 §uiJB3q (ss3j qoniu AjjBnsrt -J3S APjnpom p3|JB3 OSJB ^STSBq -UJ3UI 4BqX 3Apn03X9 JUriODDY
‘OO'H IJWIj) Ijj3 3AISU3dx3 33J p34Bp0^3U B UO p3p33U ■nvdinq
-ui uy -Aq^pods SmspjOApy SB ‘S33TAJ3S S4T JO SJJBd SJ3JJO Buiyodqp) Butstudapy 33S ROY
•q3JB3S q3iq/A 3uq ‘AouaS^ v\ y mssdA£
-3J $UISpJ3ApB pUB $Up3qjBUI S4U3ip 04 S331AJ3S ssdutsnq uvmduiy 33§ *d9Y
JO SS3U3AI433JJ3 pUB 3SU 3q4 SuJ <?UTSpj3ApB §UU3pU3J UOpBZ *J'UOIJVI
-J3q4JUJ 04 p340A3p U3UJ q3JB3S3J -TUB^JO uy -AouaS^ SuisijjaApy -noup) jo nvdxnq ttpny 33S *3ay
jo uoijBpossB uy '(xgy) nop •JOS -uoiiPAdpoq
-upunoj ipiuosoq SuispiOApy -uods psqpuspi ub Aq ssdtajss Bumudapy uvouduiy 335 *XYV
*S4U3ip jpq4 puB ‘spoo^ ‘SB3pi JO U0T40UJ0jd 'Sdio
JO S4S3J34UI 3q4 UI S33TAJ3S pUB puB UOpB4U3S3jd JBUOSJsduOU -udBy Bmnudapy jo uotjvtoos
SB3pi 3§UBq3X3 04 33Jx?B OqM. jo ujjoj ppd Auy -SuisiWApy
-sy uvoudiuy 33g -(s(y f) YYVY
S3T3U3#B $UISpj3ApB SupsdllJOD •p3J3ATJ3p OS S3UT| JO
V
-UOU ‘p3UMO AjJU3pU3d3pUI JO DTSTVpj "3J03S }B3TSnUJ 3q4 UI JOU
Ajbssotq
33001 'A'N ‘¥°a ^9n
anuaAy uosipBjy £/.£
q3TAOJ3qUB^ J3IUBQ 61001 'A'N £dJ0A M9N
Z.I00I 'A'N ‘¥°A M9N 3nu9Ay qjjig 0<cL
•UJ9q; q^TAA AjJZOJip SJBDTUntUlUOO UOTJBtUJOJUI 4S3JBJ jog ‘SJSJJO q:>B3 S33IAJ3S
Dqpads 3q4 3qu3S3p 04 sjsq spBUi si 410443 ou ‘jrqdjsq sjoui 4nd4no jpqj sqBui 04
^uiqjOAi XypnuquoD 3JB Asqj 33ui§ •uogBUUOjui DiqdBj^ouisp qjiAi £uojb ‘spuBjq
qDiqAi ‘ssn Asqj sjjrtpojd jo sdAj jBqM ‘sjBpJ3iuiuo3 puB suiBj^ojd 04 si uoijjbsj jpqj
4BqAs. pUB qzqBM jo 04 U34STJ Asqj suiBJ^ojd qz>iqM ‘pB3J Asqj S4U3Ui3Si4J3ApB qjiqAV
‘04 U34sq dsqj SUO14B4S qjiqAi cpB3J 3[do3d suopBDqqnd qoiqAi SB qjns uoijbujjoj
-UI JOJ sX3AjnS JBjn^OJ S43npu03 qjtqAi 3UO SI 3JIAJ3S q3JB3S3J Bip3UJ p34B3TpuXs y
(aid) (Hva)
•DUJ ‘SJ9SIJJ9Apy JBUOIJBjSj guipB9g •ouj ‘sjjodgg sj9sqj9Apy }SB9pBOjg
S^iOOg 3DN3H333g
SNOIXVIDOSSV VIQ3W
wwi—ivraxsnaNi
HDW3S3H
NOIXOHOttd S33VS
9NI9V}OVd
dooaxno
NOixDaao^d XNmd
SNOIXVDIiand 3Vd3N39
sivDiaomaj
SuXSXlJDApy JO SjOOJ^
:xxproddy
'LLZ '<$ ‘(H6l cHBH-33pu3Jd "f'N
<siJ!D pooAigjgug) /// puv7 put? qo[ xnox V*d ‘PunIP3 P^ punjpg Asupig 8
pso\ ]uro noX puE ‘auop U33q si?q 4j -ssoq sq; dq jjiai noX X^p otuoq
•noX q}iM ut Suiujod ssoq 3q4 pup jjiai noX ^uiujouj ouioq 04 uoi^ndoj
jo puiq poo2 v S(4"Bq4 ^ouop qjOM. ojoui 43^ jjiai no^ ’^uiujoui oq4 ui 93pjo
3q4 ui 4sjp 3qj 3q—usdo si uopouiojd e usqAi 4UOJJ dn gupq pu^ pMOJO
sq4 ui 4110 §uipu^4S jo Xi?ai ojus 3uo si 3J3qx • uopBziu'B^JO Xu"B ui sjsqjo Xueuj
q4iM qjOAi j'Bjiujis £uiop jjosuiiq pup Xeui oqAi ouo 04 pjOM jeup ouq
qo[ tuitf
deft 2utndf)
g‘340U <(n°^ spretp,, "B 34TJAV
u0 Sd
669 04 ssouisnq poo§ si 41 ‘qo[ 3q4 u3ai£ U33q 3A?q noX ji usaj -ssprqqdB posds
•uopucrj
cp3}Tturi *03 39 U33JQ ‘subujSuot; puB ‘5jJ0A a^N ‘sJsqsyjqnj umauaijjy jo uoyssyujiad
Aq pajuiids'a •aa^snjjp Aajt£?o PIabQ ^9 £961 © iq^yjAdcQ 'Zi~l£1 -£Jd ‘£961 ‘siaqsyyqnj
umdudipy -AAjygo PIABQ ^8 UPW 2umua<ipy uv fo suousd\uo^ uiojj paiuyjda’tf z
jnoX Aioqs o; uopisod oq; ;noqE nod pjo; oq ^uiqpuios osn o; Xjx *noX 9Ai?g
oq oun; oq; joj uuuu oq; qui?qx *J3}PI ^ qq^ uoipsjoauoo JnoX dn aiojjoj
CAA9TAJ0;UI Oq; J9;jy ’SpJOAA JO JJtlJ XjUUOipip V SB §UTJpS UI OAipOJJO SB SI
§uiuo;sq poo§ souiipujog ‘noX uiojj spodxo oq pq/A ‘oqq si qo[ oq; pqAA ;no
puiq juo;sij ‘§uiq]B; s;jb;s JoXojduio oq; jj -£uiqjB; oq; \\v op Xjijbssooou ;(uoq
5‘UJiq p9999ns o; XpE9J 9q uoq; qiAi noX !ssoq jnoX u"Bq; ouiiose^ ;noq"B
9joui Aiouq qiAi noX cjb9X puoo9s jnoX jo puo oq; ;y 'sguopjoq^i
qoj"B9S9J puB S9iJ9uq9J S(;u9q9 jnoX ;isia ’s;sijo;oui o; §uiqp; pu^ 9uq
-osb^ guidumd suoi;b;s 99IAJ9S ui s^uiujoui Xupjnpg pu9dq -pnpojd
oq; uo uo;;ijaa joao s^q Xouo^b jnoX pq; su"B;d ^uipqj'BUJ pu'B spodoj
qoj'BOSOJ oq; ;p p^og -ppq oq; ui spujnof opBj; oq; jp p^og 'spnpojd
uinojojpd jo uoi;nqij;sip pu^ ‘XS’ojoo^ ‘Xj;siuioqo oq; uo sqooq;xo;
pra c;unoooB ouqos^ v si ;i ‘ojdui^xo joj £jj -pou^TSSB oj^ noX qoiqAA
o; ;unooo"B oq; uo Xouo^b oq; ui uvuj pouuojui ;soq oq; ouioooq o; jps
-jnoX ;os csuodd^q pq; ;uouioui oqx -u^uidiqspiui jo ;jos b—OAi;nooxo
;u'b;stss'b u'b op^ui oq Xjq"Bqojd ;;ta^ noX ‘^uiuibj; snoipo; jo jeoX v J3;jy
SuisiUBd'py
jo rpyoji
: ooiApB ^uiAioqoj oq; sjopo Xaji^o
■idqtO
(Adu9§v ^uispJOAp'B oq; ui jooj^o b uo ^utqj^quio ubui ^unoX oq; ox 869
•sppg jsqjo suios ui 3SB3 3q4 si
sb cXqjoiU3s jo 3snB33q jo t §unod 004^ si oq 3SRB33q dsuoiu poo£ £uiujb3 jo
Aqurqjoddo 3q4 poiuop 40U si 33U343dui03 puB 4U3JB4 sjbsaoj oqAi ubuj b qjiqAi
ui 3uo si pjjoAi djus^B §uisijj3ApB sqj^ ‘dn §uiaouj joj sjBpu34od J9Aiojs jnq
ssijbjbs ^UIJJBJS J3q8iq q}TAi sppq J3q40 ui p34JB4S oqAi S34BUJSSBJ3 siq jo 3iuos
UBq} dsuoui 3jouj jbj guiqBiu 3q jj3Ai dBiu 3q ‘s(o£ djjB3 jo S(03 34BJ siq ui
si 3q snip sqj dq ysjuopsdxs sjB3d oav] jnoqB^ qqAi ubuj 3q4 joj usdo 3jb
sapiunpoddo duBiu Aioq S3zqB3J djusppns jsuuixfeq 3q4 ‘sjB3d om] jnoqB uj
jbujjoj 3ABq 40U dBiu s3pu3<?B j3q4Q tp133 ssjBnpBj^ 3x?3jj03 jo jsqumu
B ;d33DB dsq4 qjiqAi UI S3SJR03 §UIUIBJ4 JBJR^3J 3ABq S30U3§B 3§JBJ 3UJO§
-UJ03 UAiO JROd pUB dsuOUJ 3q4 c3Uip 3q} 3JOA3p ԤUISpJ3ApB UI J33JB3
b jnoqB snopss sjb nod jj qjB sssuisnq p34B3ijduj03 ‘snopU3UJ3J4
b 3iuo33q SBq 8uispj3Apy -^uipqjBUJ jo sjBjuaujBpunj sqj ujB9q •£
•99U3iJ3dx3 jnod uopBOjq 04 djBSS339u ji sqof
§UT§UBqD U3A3 ^UOUipBdsp 0} }U9UJ}JBd3p UJOJJ pUROJB 3A0UJ J3q}BJ
;nq qusuju^issB 3uo qqAi psjoquosgyd oj jou Ajj^ -guispj^ApB
§UI9npOjd pUB §upB3J3 JO PDBJ dj3A9 O^ p3Sodx3 3JB Rod 3J3qAi 4U3UI
•puiuj UI
pBq 4U3JB4 3AI4B3J3 3q; 4BqAi sjinbui uib^b pUB 4T jnoqB q|B4 usq; pUB
ji qsy -§uiqB4 3JB dsq4 qjBOjddB 3q4 ^uipu3UJUJ033J sjb doq4 dqAi
pUB §UTOp 3JB dsq4 4BqAi ui3q4 qsy *sj34pAiddo3 §unod 3q4 jo 3Uios
9NISLTH3ACIV NI SHIXINnXdOddQ
-v_*—\ *
°' °>l!l P/noM SJaiunsu03
umo jnoA aujeu 0} noA jsjajd
paM ^Ajbibs -aujnsBJ e pub sa|d
*«««~ W.m dn s.u *! '°Si 9V Room -lues waj9* eb sapnpu! mm Jajmi J3U3I
e MIIM A|daj A|daJ 'ioj 3ui>po| aJp«
‘aoj Su^ooi aj.aw gupUAA
,'°olT
* °' 9*99JD
H!M^
4! uol^"4**\o Zd?JSAP°
loadd° -oiunsuoa** 944
^"P~-
ajDn japjM am aqi aj,noA nmm noA H p3W
ssapiuJ! I . UG ^ O a«0 '3U°oV,
9saj jaujnsu°3 j e4/;0unro?u- ' *•*««•*•
41 jo SUo Bu^aas aJO aM 8je sauiunpioddo aAiiBaja adi , JtlO
jtw P
Ipop 00A
' .gtnm
*“ J3S
qM
3mm -
asOpua
jaq■* uE ‘uasJOoA
? jno ueq*
•anujiuoo o} 3uio3 s,;i 'mM0J°
4 oosej Jo/nBaj jno ,Q apis saqiAipo guiipxa pep SBP ^3U93b s!4-*- -m 5° 33i^ MiuouiUio^
aA^O
•pooj ajouj ;al33uV m .-la a.'A s'.9i .picoq
“Ap“ ■*-*• . £££ r„ iuGum “
puB 'iBiauEPij ‘ajniiujnj daaq ujea U.n ' ,01 u-iop- m'.30 sg apGil
‘Avisipm ' ‘3mp ‘aopejnsui. ‘P°°J --
jimrn 3^ J°L9tQ
‘Issxq am }°
J° ^aiaqdsoium
4">9< 43J03saj jawnsuoT.oleuo °* ^ XDUJ noX 'S9"b<u ;o§ 'aA,aM 'doqs u! iun03 _ ,A3 fn”
UD noX * ~ uo,|Sod' ua^ -uo* o, a6jn -OB JOfBUJ AJ3A8 ;B >pBJ3 B p3
II aps mms Apbi apusnf 3UIJUM
ama 3/v-^l3„1 pus
<***%!
000‘av®
U,l(1 OX u-'Pa4Ui;, ^ oox ,,
d|M Manp aq qou him |b3 jno SSSS^JS^jS-s
■;pgi| aq pp PinoM sami!9!s ; ms's3^ suil ue uom-m^-^p,
J^!^i^WS »H»nSN 3 03
-uodsaj jaH PSzipbSjo |pM 39
01 aap padxa PPM 'ssapi m!M
s„pnG\d
?003 sm39
sapoBJO pm PU'.w 3AUU8AU! ,3U0%m9 ^ 3 „ saAUo0 « \s
m
u0^Ppe m
oes B 3H W
* amme3P
-suam^
alAA
11 ^«.>u,)fJxo "7 “ --— J -
ub pub ipaai3pnt aAi.paJO poo3 3uo^os lBUlS ,o0 a.Gl
miM PaMUi.m e 94 °* J9L) 3>l!l SGH °S^B
pp^ -auo pooS Ajba b ■ '' jm!JM si aH -sm3^ XqO e ;IO} S c SB m°9B p
}0 <io<m^ do UG aAG9
3
| Jl°
;siui r
oO^
i:
-— 4 A,ou)/ no^ Oo
'IIAX **^3 ‘(0961 “doi
‘ssaig uasog spjBipig :yo^ a^jsj) Sumudapy ui dining xnox ‘JaSuis -g sajnf x
•§UTU34SI{
puB £uiq34BM puB jpsjnoX 41 guiop Xg *33U3iJ3dx3 Xq si Xbai ;s3q
Xjsa oqx *Xnq 04 3pp3p sjdosd soqBtu puB—S33U3ngui—S34BAi40iu
-S4S3J34UI 4BqAi UJB3J oq *SS330jd §Uqj3S 3q4 JO 4JBd SI §UISI4J3Apy
IPS 'I
qnjdpq 3q 4q£iui 4Bq4 S4Uiq aisj b 3jb
3J3H 'P31J^S A^OqSUJOS U3UJOA1 pUB U3UI £utloX JO SpUBST10q4 ‘J3A3
-Moq ‘jbsX Xj3Ag -^uispjSApB 04UI qB3jq 04 Xbai 3jg-3jns ou si ojoqx
S
’9$~LZ 'dd ‘xz.61 jo uoi4B4U9Uin90Q jo ^uiqsiujng
jsqopo ‘suozuofj ssduisnq ((‘pB9g oq4 9Jinb9g 04 £X9JX 'S uo ‘uoissgg
9g 04 xq^ig aqx., ‘*3 }J9q°3 ‘puuSp^ 4SJig £ss9j8uo3 puo99S-X49UTjsq ££ui
-JB9pq ‘H6l ‘2uiSUAdapy ‘99J9UJUJ03
-U6l
‘sjgqsijqng j9§9Bjg :qjox Ai9jsq •uois UO 9944IUIUI03 94BU9S £SS9J§U03 g/g
suopso^ng ^uipB9g[
l sd94s 9soq4 oqB4 nod op ugq^ noX pyriOAi soyru 4BqAi ‘^uispjgApB
^41 49^ 04 9qB4 noX 4snui sd94s 4Bq^ UO X9UOUJ JO 404 B 4U9ds qDiqAi XuBd
^q^IjXdoD B JO 9UJBA 3q4 SI 4Bq3\ XX -UI09 B JO 4U9piS9jd 9q4 9J9A\ noX JJ XX
T69 jnoX jo 4U94UOD oqx joj qsijqB4S9 A\9iA9g §uisi4J9Apy 9q4 si 4Bq^ -0X
<:SAiBJ JBJ9p9J 9qX l §UTSIJJ9ApB poqB Abs ox 9ABq x^y
UIOJJ J9JJip £uTSI}J3ApB £?UIX99JJB SAABJ UBUJXBg-uosuiqog 9qx S9op X^q^ '9
<;S39X
•uiBjdxg ^ siqq jsuib^b -ubjbu$ £uinssi (q) puB .qoojg,,
uosboj jvSoj Aub 3J9qx sj qqojd pjOAA 9qx £uisn (b) UI p9AJ9SqO
poo§ b 9qBtu 9jngp pq; p U9A9 puB 3q XSOUI SUOIXUB99jd JBI99ds x^q^ 'f?
ssguisnq 9qx 9sn pjnoD rtox -pnpojd
9qX JOJ U^IBduiBD §UTSpj9ApB JBp9ds I §UISTXJ9ApB UI 9XSBX
b uo }nd puB ju99J9d £i Aq J9pjo pBq j9ao 3Xd 3qi S1?q sj9Mod X^q^. '£
SJT 9SB9J9UI JjTAl }I ‘99UBMOJJB 4U99
-J3d i/iL v avojjb qiAi nod ji pq} sAbs -pB9JSIUJ puB 9SJBJ XU9UJ9SIXJ9ApB UB
UIBqD 9§JBJ y '3ZTS JO SS9JpJB§9J
guiJ9piSU09 JOJ BTJ3XU9 SXJ 9JB X^q^. 'Z
S9SBq9JBld }JB UO 99UBA\OJJB §UTSqJ9A
-pB 4U99J9d £ pp B guiAlOJJB U99q l UOIS
SBq oq/A J9jnx9BjnuBUi b 9JB nox 'L -SIUJUJOX 3pBJX pjspsg 3qj SI XBq^ x
suoixson^) AsoTAO'g
# * #
‘49jqooq b jo 9SB9 oqj uj *ptf oqj jo dn^os 9iqdBj§odd4 jbut^ijo oqj ui ODpou
4q£uddo9 oq} opnpui 04 9jnjiBj si 9jnp990jd siqj ui jjBj4id £iq oqx
-i4os> p dmods 01 tq2u dqi ‘dipou pdunbdi dqi ptoqiun dtup fSAiJ
4^qAi joj uijoj uoqBDqddB jodojd 9q4 joj ‘0K03 '3(3 ‘uo4§ui
•d|9Sp9jd
poAioqoj 9q 4snui 41 4nq ‘j9spj9ApB 9q4 dq dp99jip pgjpuBq oq ubd 4Bq4 sdo4S
*J9q40UB dq ‘so^UBqo
joutui q4iAi ‘p9sn 9q dqpB9j pjnoj 41 puB ‘90114 jo poiJ9d §uoj b J9AO p9sn
P9UJ99U09 9q 04 J9SI4J9ApB 9q4 JOJ 4SBJ 004 S9AOUI §UISI4J9ApB J9dBdsAi9U |IB49^
•40U pip /_£ $99I40U 4q^Tjddo9 B p9IJJB9 9J0UI JO 9§Bd JjBq B JO S4U9UJ9SI4J9ApB
4qgT9 X//7 JO 9nssi 9UO uj -9sn }|iav sj9q40 quiq4 dgq4 4Bq4 ddo9 jo 4jb jo 999id B
'41 JO U0TSS9jdx9
9q4 djuo 4nq ‘9ui9q4 jo B9pi jo 4do9U09 B 49940jd 40U S9op 4j Xbai uaio siq ui
41 §UISS9jdx9 UJOJJ pUB B9pi §UIST4J9ApB 9q4 JO 99U9SS9 9q4 §uisn UJOJJ J9q40
-UB 4U9A9jd 40U S90p 41 ‘j9A9AiOq X9q40UB dq p9ido9 §upq UJOJJ 9yoqAi B SB
SuinjAdapy <(qjOAi |Bn499q94UT>i ub S49940jd 4q§>ijddo9 y -S9ijo§94B9 9S9q4 04UI sqBj guisp
fo SjOMUOJ -J9Apy '4JB JO ‘qsnui ‘9jn4BJ94q jo qjOM jBUi^TJO ub 99npojd9J jo ‘qsqqnd
■idc/JO puv
jvSdj ‘4UIjd 04 S4q$IJ 9AISnpX9 9q4 ‘SJB9d 83 J9q40UB JOJ 99UO 9jqBAi9U9J ‘SJB9d SZ JO
169 poijod b JOJ J9UAU) S41 S4UBJ§ 4q§ijddo9 y -siq^iddoo -fo dmiPU dqj^
•;uiod siq; p ssAippj p§s; s;i
9Nisix33Aay ONixHoraAdCQ
pjnpid
ou ‘ssespj ojsq :spu ssnoq pi£ig 'impjmi£ jo ;usj^d sq; uiojj psuipqo
sq ;snui ssuspj sq; ‘pjiqs v jo sses sq; uj -ss^unip joj qns v o; JssipsApu
oqj spsfqns q sssupsui \\e ui pu^ ‘jou^suispsiui v si ssn qsns ‘ssp;s suios uj
•uoissiunsd us;;tjai siq jnoqqAi ssn qsns ;sup§i? XseAijd jo SMiq sq; jopun
pspspjd si uosjsd qs^g -os op o; ssespj p£s; siq ;s§ o; ppjodun ;soui
si ;t ‘psuissipsApE u'b ui uosjsd §uiAq v, jo sjnpid jo sursu sq; §uisn 9JOjsg
S3SV313^[ 3V93q[
•OjqBAT^JOJ
-un si guisipsApi? jno ui ssuspquos jsuinsuos jo sso; q£nojq; s;sos
SuisipsAp? jsq^iq qip 04 spqupos ojl ’ ' * 'psqtmoDSTp X;pesq si
spnpojd jno §uqps ui s^sssui pq; jo snpA sq; ‘3^-esssui SpsipsApE
ub jo Xpjssuis puB X;ssuoq sq; ui ssuspquos sjqipgsnf v poq;iM
pq; sziu^ossj 3M ssn^ssq ‘Xjqsups psujssuos si psuis^eu^ui xsjng
•pqjBUJ sq; uo spnpojd SAgipduios
;ssq sq; ;sup$i3 pq ‘spu^jq joijsjui pup£i3 sprai sq o; pu sjb s;ss;
qsng -spnpojd SApipduios -sa s;ss; jsuinsuos jo Xjopjoqp qsj^sssj
Xq pspoddns Xjj^sp sq ;snui spnpojd xsjng joj suipp SATpj^diiKQ
•uoipmjojui pnp-Bj jpiuiis jo ‘qsjESSSJ jsuinsuos ‘qsjesssj Xjopjoq'Bj
Xq pspoddns Xqnj pu si qsiqAi sipusp^qs jo ssu^ujjojjsd pnpojd
Xu^ uoipsqdiui Xq ssiuiojd jo uii^p pu jpqs ^uispjSApB xsjng
z
0
H
Pd Cd O
o O
H H H LO ho Z H Z
W W M
• • • 0 •
M 3 3 3 bO
PC C Z C c C c O W > H
o M fD CO CO co 03 • • pr
£ O
Z £
rt rt rt z z
CO
03 0 P M Z Z P £ pd rt 00 > rt
CO M O fD 03 O z fD O OO P O >
fD CL rt < rt fD 0Q -0 P a
P fD z P C <_j. H- lj. H
c cn
CO Z M 0 rt fD Z C cn < P Cl
(D > fD P Z M O < 03 co 03 fD CO O
M Z fD fD M rt z M rt
rt fD w O rt fD rt Z M Z Z fD CO H* M
Z O * Mi O P Z fD z 03 Z H
fD Mi fD rt y* 0 M Kj
Z
CO CL 3 fD 03 CO C (D M
fD 03 M O C CO M O 03 03 Mj
CO fD Z z CO fD M Z 0 cn Z O
> 3
a O z
CL z
OQ
CL (D CL
•
co Z
0Q
z 0 03 Z
z z
Sd
C fD Mi z z O /-S Z 0 z fD Xi H
o M
03 M
O fD
M
Z
Z
O
M
P
03
0
3 M
03 v • M
O
CC
w
CO CL c rt O Z td z B
M
(D < CO td CO Z M TJ z 03 a p 0 a
H
k: Z fD 03 M fD M M 03 CL M cn
Z M z H- fD O V 03 z Z W
Z rt (D O z £ X 3 M v• < O
H 3 a Z 03 3 fD O PI Z fD p 0 03 O z H« z P O
CO z CO CL o
Pd z C CO 3 03 03 M 0Q co Z M 3 rt z < 03 CL 03 Ml
w M M CO Z Z fDPJ < 'C O fD 03 M cl td H- fD P p z
O tr* rt oq O 3 fD03 CD Mi CO td CL Z z z O »TJ CL 03 >
z H
> z Z P M 03 0Q M 03 M 03 rt (D cn fD P fD td z 03
Pd
0 3 O Z rt ft) rt fD rt M z c fD > 03 M M 03 CL <
w
<2 CO w 03 O 1 P CT M H* Z fD 0 p CO M M F | Z z Z Z CO <2 >
w CE M Z O Mi rt 03 CO C H- fD CL H- fD w fD O Z rt fD r*
fd td Z 03 rt 03 CO CO Z cd • fD 0Q
Pd O H» CO M O cn fD O fD O M a
H z > rt *C Z Z PJ PJ (D M P Z fD 03 < rt CO O M rt >
03 * m
w O 3 PI CO CL OQ CL M Z fD P z z fD z fD Z H
CO sd O Z CO C •* fD rt 03 Mi rt C fD P 03 fD CO z
M z w P rt z O o •*
0 O M Z td w * rt fD
Z M
o o
hd
03
o
OQ
P z
0 M z * co rt
P
CL
03 O z
M M p
0
2:
H O 03 O M H O 03 OQ
Pd W ft) •
oMJo
O Mi
z
rt
pr <
< p
fD rt
M
3
0
rt
fD z cn
OQ n 03
C > <
03
CO
M
fD
M
P CO
O cr 03
fD 0 P
3
P
CO
M| o CO Z fD 03 O H- z z fD z 3 td CL rt
M 22 k2 ft) M Z O O 03 * p co fD td
O H Mi 0 rt 03 CO
> Z 3 P M 3 < H- O cr
W > H O £ Mi H* Z H« td ** fD < z z fD P M (D
PC Mi H*
rt
CO PJ OQ H
M
td fD O M 03 • p P OQ
W 03 CO OQ Z P M rt O O O z > CL M CO C
O
rt Z
Z
Z z
ft) 0 M
ft)
M O z O z
3 rt
M c Z c
M 03 fD
Z
O
CO O z
(D OQ
CO
fD
fD M CO z (D O O 0 O CO P V 03 03 P P CL
n < pr rt M fD CL z rt
w % Z
CO
Z z 0 0 z
(D rt
rt <D O
O 03 O CO z < <2 O M O
§ H
M pa >
ft) OQ
O
CL
CO
CL 03
Z P
P rt
03
Z fD (D
• • 03
fD
V—'
fD • td
fD
CO 0 M CO CL Z
I
H
M
22
<
p3
CO fD
td
03
M
fD
CO
z 03
z Z
c
CO
M
03
p
03
M
O
Z
<
fD H-
P P
M O 0 O Ml O CD s p fD c Z rt O Z 03 M O C fD H* z 0 fD O rt O
< < O M 03 cr fD fD ft) O £ M M CO 03 0Q P (D O co Z
W O > M M rt 3 P CO a N# M £ M Z M fD M CL z fD C 3 P
M c CO 03 03 rt z C O O Z < z CO O z fD CO CO >rd co CL
hd hd Z OQ 03 < CO Z rt M (0 (D ># 3 p M CO cn fD 03 P z
pr Hh Mi P ft) CJ z M (D 3 03 Z fD fD 0Q * CL M 0 p
m pa o o M rt CO Z CL fD PJ fD z Z z M td fD 03 dr oq
n h m m • Z z M M OQ M M rt 0 CO M 03 O £ z >•
w g Z B 03 0 (D rt O ft) CL z z fD M - fD Z rt Z z Z 03
Z 03 o pr cn 03 ft o 0 • O 03 z < co
CO 52s N rt 3 fD H- M 03 rt 03 * M fD • rt PJ M Z rt 0Q fD 03 z 0 fD z
0 CL PJ O Z Z O PJ fD CL *# Z 03 • CO z Z • • z
> ^ z
0 rt
£ B
3 z
PJ z
0Q Z
03 s
fD O CL
3 Z
£
M
CO 03
rt
fD 3
fD
fD
•
CL (D
fD
* Z
Z
td
c z
td
M
Pd M
0 pr
M 0
w 22 r{ Z z z 0 M PJ fD CL Z CO H* 03 fD Z X) CO Z PJ O > 2 OQ M p Z M P
fD (D g M fD CL M 03 03 fD rt PJ fD M z rt O P fD Z O CL O rt
M M C O z O rt ti fD CL O M O > Z Z P M fD Z z <D z
S3 Z > H- B 03 O CO z fD (D O PJ Z 3 03 z z C Z O M 03 0 CO 03 z
H <D CL 0 M fD 03 Z Z 03 fD 0 PJ rt CO 'C < Z CO 03 • P z
< CL z 3 CL ># PJ O 3 PJ 3 S M rt CL rt p (D 03 td fD rt CL B
c fD fD P* CO CL Z z z 0 Z H- Z rt CO M P M (D z
CO M O M PJ z z M Z rt C z O O 0 CO Z Z CO CL H* Mj O rt
Z fD rt Z Z H- /-s M CO O z z Z PJ 0 M PJ 0 (D (D H* 03 z O z O 03 03
H* z (D O • 03
Z O 3 fD fD fD rt z 3 PJ CO M CO (D p M rt
O CO rt CL £ c C 3 B CO PJ (D PJ 3 fD c T> CO H-
td Z Z £ 3 M z z Z fD 0Q £ rt O Z O r (D rt CO M fD <# • O
W PJ O O O 0 03 03 M M O O Z rt (D fD 3 M O cn £ .03 C Z X P
03 0Q z z Z c PJ M O 03 M z fD rt CO Z O 0) z P 03 O 03 0
/-S fD 03 CO 03 Z Z cl CL (D CO fD Z Z CL
S <
03
O
(D
ho rt M CO
fD
z OQ CO
fD O
03 fD 03 OQ rt
Z
03
CL M
M 03 (D
z
fD
z
0
z (D 3
td
z
<2 Mj
a
H
z
c
z
03
0 O
Z
CL O CO
M PJ
PJ
Cl 03
Pd Z
0 Z
z
O
O K
CL Z
03
rt 0
PJ
CL C
z CO
* z <d
03
CO
03
z
(D
z 03
CO 3
z PJ Z z z < z 0
03M fD ^-s M 0 03 CO CO CL m z CO z fD rt CO (D
w M rt 03 K3 O CL z PJ Z fD • PJ z CO O
c
z fD CL
Mi rt
CO
c
fD
z
p
1 0 c
p CO
o H z 3 M w Z fD CL CL O ►£) M S CL 03 (D OQ n 03
pc 0 (D CO M z 0 c fD z 03 O M M Z CO 0 z to
h m PJPJ • rt z rt z Z 03 H fD z
o 53 rt
z •
fD 3
03 O Z
Z
(D
z
PJ
Z Z
(D Z
3
fD
Z X)
Z T3
(D
z
CO
Z fD
(D
O
M
Z H*
hQ Mi
c
03 CL
(D
M
*
fD
3
xj 0 M
03
O 03 M M
0 /—N M M CL
pc o
H
w
W
w
M cn co /—s
fD • to
Z
O
c
CO O
fD
OQ
*
M rt
fD ^
CL v#
Z
03
M 03
fD M
rt
03
Z
(D
M CO
c
rt z
fD rt
CO
fD
z O
z (D
• <
fD
M
03 a >
z CO P cr fD Z
CO 03 0 __' (D H* PI 03 rt C H* • O z O M z td z
Courtesy: Famous-Barr, St. Louis
td cn • PJ fD PJ Z O fD M PJ z Z z z P Z (D 03
S pa
td6; h cn a) s?
ft)
CL o
M td 03 Mj
CO
td
p O
0Q M
Mi
<
M
M
cn
rt
P 1—I ft) 03 <2 pr M CL (0 fD
£
H >
Z
3 v*
o
• CO
Z
CO
ft)
s
pr co
fD 03 (D
H*
O (D
O
H* M PJ M
M
(D
►£)
c
03
O
03
z
3
fD
O
M
(D
c P
hd C • z 1Z fD Z CL fD 03 M fD Z CL CL M 03 O fD
ra Z 3 n z 0 1 M X) (D rt X Z Z 3 z 3 *
M
03 fD
2: • z PJ I O M Z O Z z 03 O PJ M Pd z Td Z <2
H O X) <* • /•“s 1 fD Z H- Z O Z z CO 3 O 0 CO Ml 03 fD
< (D * cn z 1CL 03 O 'C M 03 OQ Z Xi CO 3 2$ c *<2 M O (D P
M w M 03 fD 0 1z PJ fD PJ Z PJ z 03 0 CO w 0 03 < rt
Mj 0 H- Z Mj 0 M 103 CL c CO OQ fD OQ fD z co C z Mi rt fD CO
3
O O • • 3 1 rt Z 03 CO 03 (D M •• (D rt z z O Z (D P
H < CL < - CO fD CO rt • z CO O CO CO PJ 03 M M rt CO
<
Pd > fD z s» W fD (D TJ M | O M CO fD Z CO P
w O • LO z K z M Z O 03 03 rt M *<2 O
Mj cj Z w p • fD 1-i g Z cj Z PJ z CO M z CO PJ Z cn Z td CO P-
> ** rt 1fD 03 z CO 0 z (D (D fD rt fD TJ <D M e
O H rt 03 O 0Q PI O (D M fD OQ 3 O CO Z fD Z a 0 03
O Z Z Z 0 • 1P 03 Z 03 Z PI z 03 CO O O CO cr CO
c
O O O • ^ 1—1 0Q rt (D Z Z CO rt fD H* CO fD p
z 2! < 03 (D M Z PJ O (D O 03 fD 03 03
0 fD rt 1"t M Z fD O 03 O z z co
• H*
H Mj to 03 O fD rt xi z rt PJ O CO
V-/ z z
O v—/ Z *<2 0 Z CL Mi
w 0 M fD • < (D
2 <2 z fD
• (D fD fD
03
M
CO
qgnojq; XuBduioo oq; ‘Xpyoos o; puB uoyjBJodjOD oqj cq [p2pnq 2uysp
-jOApB oq; ui] s;unouiB qons jo oouBjjoduq puB JOA^od oqj ^uyzyu^ooog
o; BjBp jBtrpBj Xq poqoBq ‘psyBjddB puB asotaoj ]b£oj jo uiopXs jujojbo b sutbj
-UTBUJ JOSiqOApB OjqBZTS XjOAO XqBDipBjg *JBqA ST oouopquoo JOUinSUOD OJOqAi
BUOJB OATqpdlUOD B UT MOj2 pUB OATAJUS O} UISBTStiqjUO SJT pUB ‘XqjTqiSUods
•UOUIO
-OJ sjospjoApB <;z IP clPun03 9LP °I pspytuqns sosbo <;z }sjg oq; JO
•§UTSTJJOApB
STq uo §uyjnj uotsstutuio^ opBJX pjopog b o; pofqns josypoApB oq; soaboj ups
puB ‘AiOTA oqqnd o; joubiu ojt;uo oq; sjuosojd ‘saibj jsnjqjuB oq; £ut;bjota jo
uiojqojd Xub spTOAB ‘Xjouyq^Bur uoT}Bjn£oj-jps ssouTsnq uy onbyun st qoyqM
‘do;s STqx ’oqBiu o; soqsyAi jospjOApB oq; juouiopp Xub qq^ joqpSo; ‘op
-qnd oq; o; posBopj oq qp^ pBj pqj puB ‘Xouo^b juouiujoao^ opudojddB oq;
o; pouojoj oq \\}M~ J9};bui oyoqAi oq; ‘pjBog Aiopog ^uyspjOApy jBuopBjsq oq;
o; poddB ub jo sqnsoj oq; ;doooB o; puB ‘ompooojd syq; A\oqoj o; souypop oq
jt pq; o^pojAiouq oq; Xq poojojupj st q ‘odubjsut syq; ut pq^pAi jBJOiu ;boj§
SBq XjjBnsn STqx 'jpsunq o; puB ‘oqqnd oq; o; ‘^uysypoApB o; ynjuuBq sy §uyop
st oq pq/A pq; siood syq jo ;uoui§pnf oq; JBoq o; ^uyjq o; sy op ubd q ;Bq^
snBOjnq ss9uisng
J9p9g jo ypuno^) oqx jo uoisiaiq §uisi}J9Apy jBuopBj^; oqj^ •\
-3jdui09 JSOUI 9qj P9UIJOJ SUOIPZIUB^JO £uiSI}J9ApB J9iq9 9qj ‘£uiSI}J9ApB 3AIJ
-d999p JSUIB^B sdtlOJ§ J91UUSU09 }U9J9JJIp JO S99IOA iuBUJ 9qj 0} 9SUOds3J UJ
719
which then transfers the image per which has had its pores that, by law, must be on labels
to the printing paper gives soft filled ("sized”) but which is of certain products, as foods and
reproduction effect. not ironed. Thus it possesses a drugs.
Live. In television and radio, a moderately smooth surface. March issue, for example, close
program which originates at the Smoother than antique, but not February 5. Second month pre¬
moment it is produced, in con¬ so smooth as English-finish or ceding would mean that forms
trast to a program which is sized and supercalendered pa¬ close January 5; third month
previously taped, filmed or re¬ per. preceding, December 5.
corded. Mail order advertising. That Market. A group of people who
Local advertising. Advertising method of selling whereby the are able to buy a product, should
placed and paid for by the local complete sales transaction is they desire it.
merchant or dealer in contrast negotiated through advertising Market profile. A demographic
to national, or general, adver¬ ana the mails, and without the description of the people or the
tising of products sold by many aid of a salesman. Not to be households of a product’s mar¬
dealers. confused with direct mail ad¬ ket. It may also include eco¬
Local-channel station. A radio vertising. nomic and retailing information
station that is allowed just Makegood. (1) Print: An adver¬ about a territory.
enough power to be heard near tisement which is run without Market research. The research
its point of transmission and is charge in lieu of a prior one to gather facts needed to make
assigned a channel on the air which publisher agrees was marketing decisions.
wave set aside for local-channel poorly run. A print advertise¬ Market segmentation. Design¬
stations. (Compare Regional- ment run in lieu of a scheduled ing a product to meet the needs
channel station; Clear-channel one which did not appear. (2) of a particular, identifiable
station.) TV, radio: A commercial run group, or addressing an appeal
Local program. A non-network, by agreement with advertiser in directly to them.
station-originated program. place of one that did not run,
Mass medium. One which is not
Local rate. A reduced rate of¬ or was improperly scheduled.
directed toward a specific audi¬
fered by media to local adver¬ All subject to negotiation be¬
ence and which is widely ac¬
tisers that is lower than that tween advertiser (or agency)
cepted by all types of people,
offered to national advertisers. and medium.
as opposed to class medium.
Locking up. Tightening up the Make-ready. The process of ad¬ Master print (TV). The final
type matter put into a chase justing the form of type or the
approved print of a commercial,
preparatory to going to press. plates for the press to insure
from which duplicates are made
Log. A record of every minute of uniform impression. The skill
for distribution to stations.
television or radio broadcasting. and care in this work represent
Matrix; “mat.” (1) A mold of
An accurate journal required by one of the hidden elements that
paper pulp, or similar substance,
law. serve to make a good printing
made by pressing a sheet of it
Lower case (l.c.). The small let¬ job.
into the type setup or engraving
ters in the alphabet, such as Make-up of a page. The gen¬ plate. Molten lead is poured
those in which this is printed, eral appearance of a page; the into it, forming a replica of
as distinguished from UPPER arrangement in which the edi¬ the original plate known as a
CASE OR CAPITAL LET¬ torial matter and advertising stereotype. (2) The brass molds
TERS. Named from the lower material are to appear. used in the Linotype.
case of the printer’s type cabinet Make-up restrictions. To pre¬ Matter. Composed type, often
in which this type was formerly vent the use of freak-sized ad¬ referred to as: (1) dead mat¬
kept. vertisements, which would im¬ ter—of no further use; (2)
Logotype or logo. A trademark pair the value of the page for leaded matter—having extra
or trade name embodied in the other advertisers, publishers re¬ spacing between lines; (3) live
form of a distinctive lettering quire that advertisements have matter—to be used again; (4)
or design. Most famous exam¬ a minimum depth in ratio to solid matter—lines set close to
ple: Coca Cola. their width. each other; (5) standing mat¬
Mandatory copy. Copy that is ter—held for future use.
M required, by law, to appear on Maximil line rate. The milline
Machine-finish (MF) paper. the advertising of certain prod¬ rate of a newspaper computed
The cheapest of book papers ucts such as liquor, beer, ciga¬ at its maximum rate. See Mil¬
that take halftones well. A pa¬ rettes. Also refers to information line rate.
720
Mechanical. An assembly of pic¬ preceding publication means not originated in the local stu¬
tures and proofs of type, pasted that the closing date falls on dio.
in a desired arrangement (usu¬ the given day during the month Network. Interconnecting broad¬
ally on a piece of cardboard), that immediately precedes the casting stations for the simul¬
to be copied by a camera for publication date of a periodical. taneous broadcasting of televi¬
making into a printing plate. Mortise. An opening cut through sion or radio broadcasts.
Also called mechanical layout. a plate, block, or base, to per¬ Next to reading matter (n.r.).
Medium. (1) The vehicle that mit insertion of other matter, The position of an advertise¬
carries the advertisement, as usually type. ment immediately adjacent to
television, radio, newspaper, Motivational research. A re¬ editorial or news matter in a
magazine, outdoor sign, car search without a questionnaire, publication.
card, direct mail, and so on. in which the respondent is in¬ Nielsen Station Index (NSI).
(2) The tool and method used vited to talk freely on a series These reports, issued by the
by an artist in illustrations, as of selected topics relating to A. C. Nielsen Company, pro¬
pen and ink, pencil, wash, pho¬ the advertiser’s interests, or re¬ vide audience measurement for
tography. act to a situation pictured or individual television markets.
Merchandising. (1) "The plan¬ described to him. Also called Nielsen Television Index
ning involved in marketing the unstructured research. (NTI). National audience
right merchandise or service at Musical clock (radio). A broad¬ measurements for all network
the right place, at the right cast format in which recorded programs.
time, in the right quantities, popular music and time an¬ Nonilluminated (also called
and at the right price.”—Amer¬ nouncements serve as a back¬ Regular”). A poster panel
ican Marketing Association. (2) ground for numerous commer¬ without artificial lighting.
The promotion of an adver¬ cials. Nonstructured interview. An
tiser’s advertising to his sales N interview conducted without a
force, wholesalers, and dealers. NAD. See National Advertising prepared questionnaire in which
(3) The promotion by media to the respondent is encouraged to
Division.
the trade and the consuming NARB. See National Advertising talk freely without direction
public of the product adver¬ from the interviewer.
Review Board.
tised, by means of point-of- NSI. See Nielsen Station Index.
National Advertising Division
purchase materials, in-store re¬ NTI. Nielsen Television Index.
(NAD). The policymaking arm
tail promotions, and guarantee
of the National Advertising Re
seals or tags. O
view Board.
M.F. Machine-finish paper.
National brand. A manufactur¬ O & O stations. TV or radio
Milline rate. A unit for measur¬ er’s or producer’s brand that stations owned and operated by
ing the rate of advertising space has wide distribution through networks.
in relation to circulation; the many outlets; distinct from a Off camera. A television term for
cost of having one agate line private brand. an actor whose voice is heard
appear before one million read¬ National Advertising Review but who does not appear in the
ers. Calculated thus: Board (NARB). The major commercial. Less costly than
1,000,000 X line rate organization of the advertising being On camera.
quantity circulation industry to curb misleading ad¬ Off-screen announcer. The ef¬
= milline vertising. fect of having the voice of an
Modern type. See Old style type. National plan. The tactics in unseen speaker on a television
Modular agency. Also called a advertising campaigns of trying commercial.
la carte agency. See Advertising to get all the business that can Offset. (1) See Lithography. (2)
agency. be secured all over the country The blotting of a wet or freshly
at one time. When rightfully printed sheet against an accom¬
Monotype composition. Type
used, it is the outgrowth of panying sheet. Can be prevented
set by a machine in which the
numerous local plans. by slip-sheeting. Antique paper
individual letters are separately
absorbs the ink and prevents
molded and automatically as¬ Neighborhood showing (Out¬
door). Group of posters in a offsetting.
sembled into lines, as distin¬
guished from Hand composition particular area in which an ad Old English. A style of black-
and Linotype composition. veriser’s product is available. letter or text type, now little
used except in logotypes of
Month preceding. First month Nemo. Any broadcast which is
721
trade names or names of news¬ advertiser’s commercial. (4) In P.I. (Per inquiry) advertising.
papers. merchandising, a combination A method used in direct re¬
Old style type (o.s.). Originally of products or services sold as sponse radio and television ad¬
the face of roman type with one unit, as a Travel Package, vertising whereby orders as a
slight difference in weight be¬ including transportation and result of a commercial are sent
tween its different strokes, as hotel accommodations. directly to the station. The ad¬
contrasted with modern type, Package insert. A card, folder or vertiser pays the station on a
which has sharp contrast and booklet included in a package, per inquiry (or per order) re¬
accents in its strokes. Its serifs often used for recipes, discount ceived basis.
for the most part are oblique; coupons and ads for other mem¬ Pi or pied type. A type setup
modern serifs are usually hori¬ bers of the product family. that has become disarranged.
zontal or vertical. When attached to outside of Pica; pica em. The unit for
On camera. A television term package, called package outsert. measuring width in printing.
for an actor whose face appears Participation (TV, Radio). An There are 6 picas to the inch.
in a commercial. Opposite of announcement within a pro¬ Derived from pica, the old
Off camera. Affects the scale of gram as compared with one name of 12-pt. type (% inch
compensation. scheduled between programs. high), and the letter M of that
One-time rate. The rate paid by Pattern plate. (1) An electro¬ series, whose width likewise is
an advertiser who uses less space type of extra heavy shell used Ve inch. A page of type 25 picas
than is necessary to earn a time for molding in large quantities wide is 4Ve inches wide (25-^6
or rate discount, when such dis¬ to save wear on the original = 4%).
counts are offered. Same as plate or type. (2) An original Picture resolution. The clarity
Transient rate, Basic rate, and to be used for the same purpose. with which the television image
Open rate. Photocomposition. A method of appears on the television screen.
One-way screen. A halftone with setting type by a photographic Piggyback. A practice born be¬
the screen in one direction only; process only. Uses no metal. fore 30 second commercials
it does not have the cross-screen Employs computer plus minia¬ came in (late 1960’s) whereby
that gives the dot effect. Good ture TV system. an advertiser would buy a 60
for odd effects. Makes tooling Photoengraving. (1) An etched, second spot and play the com¬
difficult. relief printing plate made by a mercial of two products on it
Open end. A broadcast in which photomechanical process—as a (the second being the "piggy¬
the commercial spots are added halftone or line cut. (2) A back”). This practice waned
locally. print from such a plate. (3) with the 30 second commercial.
Open rate. In print, the highest The process of producing the Some advertisers trying to split
advertising rate on which all plate. this with piggyback. Opposed
discounts are placed. It is also Photoscript (TV). A series of by the industry as adding to
called Basic Rate, Transient photographs at the time of "clutter.” See Integrated com¬
Rate, or One-time Rate. shooting a TV commercial pic¬ mercial.
Opticals. The visual effects that ture based on the original script Pilot film (TV). A sample film
are put on a television film in or storyboard. (Pp. 431 & 433.) to show what a series will be
a laboratory, in contrast to those Used for keeping record of like. Generally specially filmed
that are included as part of the commercial, also for sales pro¬ episodes of television shows.
original photograph. motion purposes. Pioneering stage. The advertis¬
Ahotosetting. A method of set¬ ing stage of a product in which
P ting hot type from computer¬ the need for such product is not
Package. (1) A container. (2) ized film or tape. Not to be recognized and must be estab¬
In radio or television, a com¬ confused with photocomposi¬ lished, or when the need has
bination assortment of time tion. been established but the success
units, sold as a single offering ^otostat. One of the most use¬ of a commodity in filling those
at a set price. (3) A special ful aids in making layouts or requirements has to be estab¬
radio or television program or proposed advertisements. A lished. See Competitive stage;
series of programs, bought by rough photographic reproduc¬ Retentive stage; Spiral.
an advertiser (usually for a tion of a subject; inexpensive Plant operator. In outdoor ad¬
lump sum) that includes all and can be made quickly vertising, the person who ar¬
components all ready to broad¬ (within half an hour if de¬ ranges to lease, erect, and
cast with the addition of the sired) . maintain the outdoor sign and
722
to sell the advertising space on The number of panels in a or newspaper for which the ad¬
showing varies from city to city, vertiser must pay a premium.
it.
and is described in terms of a Otherwise the advertisement
Plate. The metal or plastic from
#100 showing, a #50 showing, appears in a run-of-paper
which impressions are made by
a #25 showing. This identifica¬ (ROP) position; that is, wher¬
a printing operation.
tion has no reference to the ever the publisher chooses to
Plated stock. Paper with a high
actual number of posters in a place it.
gloss and a hard, smooth sur¬
face, secured by being pressed showing, nor does it mean per¬ Premium. An item, other than
centages. It is merely a con¬ the product itself, given to pur¬
between polished metal sheets.
venient way of describing the chasers of product as an induce¬
Platen. The part of a printing
size of different assorted pack¬ ment to buy. Can be free with
press that holds the paper and
ages of posters. purchase, or available upon
presses it against the type or
Posting date (outdoor). The proof of purchase and a pay¬
plate.
date posting for an advertiser ment (self-liquidating) .
Playback. (1) The playing of a
begins. Usually, posting dates Primary circulation. See Circu¬
recording for audition pur¬
are every fifth day starting with lation.
poses. (2) The report of a
the first of the month. How¬ Primary service area. The area
viewer or reader as to what
ever, plant operators will, if to which a radio station delivers
message a commercial or adver¬
possible, arrange other posting a high level of signals of un¬
tisement left with him.
dates when specifically re- failing steadiness and of suffi¬
Point; pt. (1) The unit of mea¬ cient volume to override the
surement of type, about Vvi existing noise level both day
Posting leeway (outdoor). The
inch in depth. Type is specified and night and all seasons of
five working days required by
by its point size, as 8 pt., 12 the year, determined by field in¬
plant operators to assure the
pt., 24 pt., 48 pt. (2) The unit tensity measurements.
complete posting of a showing.
for measuring thickness of pa¬
This margin is needed to allow Prime time. A continuous period
per, one thousandth of an inch.
for inclement weather, holidays, of not less than three hours per
Point-of-purchase advertising. etc., as well as the time for ac¬ broadcast day as designated by
Displays prepared by the man¬ tual posting. the station as reaching peak
ufacturer for use by the retailers P.P.A. Periodical Publishers As¬ audiences. In television usually
in the stores selling the manu¬ sociation, a group of magazine 7:00 P.M. to 11:00 p.m. E.S.T.
facturer’s products. publishers that passes on agency (6:00 p.m. to 10:00 P.M.
Poll. An enumeration of a sam¬ credit. For newspaper credit, see C.S.T.).
ple. Usually refers to sample AN PA. Prime time (radio). The time of
opinions, attitudes and beliefs. Pre-date. In larger cities, a news¬ the day when most men are
Positioning. Deciding for what paper issue that comes out the going to and from work (usu¬
service you want the product night before the date it carries, ally 7-8:30 a.m. and 4:30-6:30
known. Noxzema, long known or a section of the Sunday issue p.m., depending upon the city).
as a medical cream for eczema published and mailed out dur¬ Called drive time.
was repositioned as a facial ing the week preceding the Prime time (TV). Refers essen¬
cream. Sunday date. tially to those hours when view¬
Poster panel. A standard surface Preemption; preemptible time. ing is heaviest. This varies from
on which outdoor posters are (1) The recapturing of a time region to region. In the Mid¬
placed. The posting surface is period by a network or station west usually from 6:00 to 10
of sheet metal. An ornamental for important news or special p.m. In the East and West
molding of standard green program. (2) By prior agree¬ coasts from 7 to 11 p.m. (Ra¬
forms the frame. The standard ment, the resale of a time unit dio) called Drive Time usually
poster panel is 12 feet high by of one advertiser to another 7-8:30 a.m. and 4:30 to 6:30
25 feet in length (outside di¬ (for a higher rate). Time may p.m., but varies by city.
mensions) . be sold: non-preemptive (NP) Principal register. The main
Poster plant. The organization at the highest rate; two weeks register for recording trade¬
that provides the actual outdoor preemptible (lower rate) or marks, service marks, collective
advertising service. immediately preemptible (IP) marks, and certification marks
Poster showing. An assortment the lowest rate. under the Lanham Federal
of outdoor poster panels in dif¬ Preferred position. A special Trade-Mark Act.
ferent locations sold as a unit. desired position in a magazine Printers’ Ink Model Statute.
723
The act directed at fraudulent tant in deciding upon the a full showing in or outdoor or
advertising, prepared and spon¬ desirability of the station and transportation advertising.
sored by Printers’ Ink, the ad¬ hour. See Lead-out. Queen-size poster. An outside
vertising journal. Program opposite. The televi¬ transit advertising display
Private brand. The trademark sion or radio programs that are placed on the sides of vehicles
of a distributor of products running over other stations at (usually the curb side). Size:
which he alone sells, in con¬ the same time as the given pro¬ 30" x 88". See King size post¬
trast to manufacturers’ brands, gram and broadcasting to the ers.
which are sold through many same territory; the competition Quota. A set goal for sales or
outlets. Also known as private for the audience that a program other effort in terms of dollars,
labels. experiences. sales units, or a percentage of
Process plates. Photoengraving Program preceding. The televi¬ the total goal.
plates for printing in color. Can sion or radio program that is
print the full range of the spec¬ directly before a given program. R
trum by using three plates, each A good "program preceding’’
bearing a primary color—red, enhances the desirability of time Radio rating point. One per
yellow, blue—plus a black plate. on the air. See Lead-in. cent of the homes in the mea¬
Referred to as 4-color plates. Program profile. The graphic sured area whose sets are tuned
See Process printing. to that station, used for making
presentation of the reactions o:
Process printing. Letterpress comparisons of spot stations.
a group of program listeners or
color printing in which color viewers participating in a test Randomization. In consumer re¬
is printed by means of process situation involving some type of search a method of securing
plates. program analyzer. random (unbiased) selection of
Producer. One who originates Progressive proofs. A set of respondents. See Sample; sam¬
and presents a television or ra¬ pling.
photoengraving proofs in color,
dio program. in which: the yellow plate is Rate card. A card giving the
Production. (1) The conversion printed on one sheet and the space rates of a publication and
of an advertising idea into an red on another; the yellow and data on mechanical requirements
advertisement, mainly by a red are then combined; next and closing dates.
printing process. (2) The build¬ the blue is printed and a yel¬ Rate-holder. The minimum¬
ing, organization, and presenta¬ low-red-blue combination made. sized advertisement that must
tion of a television or radio Then the black alone is printed, appear during a given period if
program. and finally all colors are com¬ an advertiser is to secure a cer¬
Production department. (1) bined. The sequence varies. In tain time or quantity discount.
The department responsible for this way the printer matches up It holds a lower rate for an ad¬
the mechanical production of his inks when printing color vertiser.
an advertisement, dealing with plates. Rate protection. The length of
printers and engravers. (2) The Proof. (1) An inked impression time an advertiser is guaranteed
department responsible for the of composed type or of a plate a specific rate by a medium.
proper preparation of a televi¬ for inspection or for filing. (2) May vary from six months to a
sion or radio program. In engraving and etching, an year from the date of signing a
Production director. (1) Indi¬ impression taken to show the contract.
vidual ip charge of a television condition of the illustration at Rating point. (1) The percen¬
or radio program. (2) Head of any stage of the work. Taking tage of TV households a TV
department handling print pro¬ a proof is pulling a proof. station reaches with a program,
duction. - >ublisher’s statement. The state¬ compared with the total of all
Profile. (1) A detailed study of a ment of circulation issued by a TV households in that area.
medium’s audience, broken publisher. The percentage varies with the
down by size, age, sex, viewing time of the day. A station may
habits, income, education and Q have a 10 rating between 6 and
so on. (2) A study of the char¬ Quads. Blank pieces of metal 6:30 p.m., and a 20 rating be¬
acteristics of the users of a prod¬ (not typehigh) “used by the tween 9 and 9:30 p.m. (a real
uct or of a market. printer to justify (or fill out) hit!). (2) In the case of radio,
Program following. The televi¬ lines where the amount of type the percentage of people who
sion or radio program that fol¬ does not do so. listen to a station at a certain
lows a given program. Impor¬ Quarter showing. One fourth of time.
724
Reach. The total audience a me¬ Relief printing. Printing in the Roman family. (2) Type
dium actually covers. which the design reproduced is faces that are not italics are
Reading notices. Advertisements raised slightly above the sur¬ called roman.
in newspapers set up in a type rounding, nonprinting areas. ROP. See Run-of-paper position.
similar to that of the editorial Letterpress is a form of relief ROS. See Run of schedule time.
matter. Must be followed by printing contrasted with Inta¬ Rotary plan (outdoor). A pro¬
"Adv.” Charged for at rates glio printing and Lithography. gram whereby movable bulle¬
higher than those for regular Remote control. The operation tins are moved from one fixed
ads. Many publications will not of broadcasting a program from location to another one in the
accept them. the regular studios of the sta¬ market at regular intervals. The
Ream. In publishing and adver¬ tion. locations are viewed and ap¬
tising, 500 sheets of paper (not Remote pickup. A broadcast proved in advance by the adver¬
480). Thousandsheet counts originating outside the studio, tiser.
now being used as basis of or¬ as from a hotel ballroom, foot¬ Rotary press. A press possessing
dering paper. ball field, or the like. no flat bed, but printing entirely
Rebroadcast. A television or ra¬ Repro proofs, or reproduction with the movement of cylinders.
dio program repeated at a later proofs. Exceptionally clean and Rotogravure. The method of in¬
hour to reach the parts of the sharp proofs from type for use taglio printing in which the
country in a different time belt. as copy for reproduction. impression is produced by cylin¬
Recognized agency. An adver¬ Residual. A sum paid to certain der plates chemically etched and
tising agency recognized by the talent on a TV commercial affixed to rollers of a rotary
various publishers or broadcast every time the commercial is run press; useful in large runs of
stations and granted a commis¬ after 13 weeks, for life of com¬ pictorial effects.
sion for the space it sells to ad¬ mercial. Rough. In the making of layouts,
vertisers. Respondent. One who answers a the first step will usually be to
Regional-channel station. A questionnaire or is interviewed make a crude sketch to show
radio station that is allowed basic idea or arrangement. This
in a research sutdy.
more power than a local station is called a "rough.”
Retentive stage. The third stage
but less than a clear-channel Rough cut (TV). A film cut
of a product, reached when its
station. It is assigned a place on and edited into a smooth-flow¬
general usefulness is every¬
the frequency band set aside for ing work print.
where known, its indivdiual
regional channel stations. See Routing out. Tooling out dead
qualities thoroughly appreci¬
Local channel and Clear-chan¬ metal on an engraving plate.
ated, and when it is satisfied to
nel. retain its patronage merely on Run-of-paper (ROP) position.
Register. Perfect correspondence the strength of its past reputa¬ Any location in a publication
in printing; of facing pages tion. See Pioneering stages convenient to publisher in con¬
when top lines are even; of Competitive stage; Spiral. trast to preferred position.
color printing, when there is Run-of-schedule (ROS). Com¬
Retouching. The process of cor¬
correct superimposition of each mercial announcements which
recting or improving art work,
plate so that the colors mix can be scheduled at the station’s
especially photographs.
properly. discretion anytime during the
Reversed plate. (1) A line-plate
Registering trademark. In the period specified by the seller,
engraving in which whites
United States, the act of record¬ (e.g., ROS, 10 a.m.-4:30 p.m.,
comes out black, and vice versa.
ing a trademark with the Com¬ Monday through Friday.)
(2) An engraving in which
missioner of Patents. Rushes (TV). The first, uncor¬
right and left, as they appear in
Register marks (engraving). rected prints of a commercial.
the illustration, are transposed.
Cross lines placed on a copy to Also called dailies.
appear in the margin of all Riding the showing. A physical
negatives as a guide to perfect inspection of the panels which S
register. comprise an outdoor showing. Saddle stitching. Binding a
Release. A legally correct state¬ Roman type. (1) Originally, booklet by stitching it with wire
ment by a person photographed type of the Italian and Roman through the center, passing
authorizing the advertiser to school of design, as distin¬ through the fold in the center
use that photograph. In the case guished from the black-face Old pages and the backbone. En¬
of minors, the guardian’s re¬ English style. Old style and ables the booklet to lie flat.
lease is necessary. modern are the two branches of When a booklet is too thick for
725
this method, side stitching is sample is one selected from loudspeaker volume by both
used. whatever portion of the universe day and night and at all seasons
SAG. Screen Actors’ Guild. happens to be handy. of the year. See Primary service
Sales promotion. (1) Those Satellite television. TV pro¬ area.
sales activities that supplement grams relayed from far distances SEG. Screen Extras Guild.
both personal selling and mar¬ by a satellite. Segmentation. See Market seg¬
keting, co-ordinate the two, and Saturation. A media pattern of mentation.
help to make them effective; wide coverage and high fre¬ Seque. (Pronounced segway; Ital¬
for example, displays. (2) More quency during a concentrated ian, "it follows.”) The transi¬
loosely, the combination of per¬ period of time, designed to tion from one musical theme to
sonal selling, advertising, and achieve maximum impact, cov¬ another without a break or an¬
all supplementary selling activi¬ erage, or both. nouncement.
ties. S.C. (1) Single column. (2) Serif. The short marks at top and
Sales-promotion department. Small caps. bottom of Roman lettering.
The liaison department between Scaling down. Reducing illustra¬ Originally chisel marks to indi¬
the sales department and the tions to the size desired. cate top and bottom of stone
advertising department which Scatter plan (TV). The use of lettering.
investigates new markets, in¬ announcements over a variety Service mark. A word or name
quiries resulting from advertise¬ of network programs and sta¬ used in the sale of services
ments, and follows up sales¬ tions, to reach as many people to identify the services of a
men’s visits with proper letters as possible in a market. firm and distinguish them from
and literature. Score. To crease cards or thick those of others, e.g., Hertz
Sample; sampling. (1) The sheets of paper so that they can Drive Yourself Service; Weight
method of introducing and pro¬ be folded. Watchers Diet Course. Com¬
moting merchandise by distrib¬ Screen. The finely crossruled parable to trademarks for prod¬
uting a miniature or full-size sheet used in photomechanical ucts.
trial package of the product free plate-making processes to re¬ Sheet. The old unit of poster size,
or at a reduced price. (2) produce the shades of gray 26 x 39 inches. The standard-
Studying the characteristics of a present in a continuous tone size posters are 24 sheets and
representative part of an entire photograph. Screens come in 30 sheets. There are also 3 and
market, or universe, in order to various rulings, resulting in 6 sheets posters.
apply to the entire market the more, or fewer, "dots” to the
SIC. See Standard Industrial Clas¬
data secured from the miniature square inch on the plate, to
sification.
part. A probability sample is conform with the requirements
one in which every member of of different grades and kinds Side stitching. The method of
the universe has a known prob¬ of printing paper. wire-stitching from one side of
ability of inclusion. A random Script (TV). A description of the a booklet to the other. Wiring
sample is a probability sample video, along with the accom¬ can be seen on front cover and
in which names are picked from panying audio, used in prepar¬ on back. Used in thick booklet
a list with a fixed mathematical ing a storyboard, or in lieu of work. Pages do not lie flat. See
regularity. A stratified quota it. Saddle stitching.
sample (also known as a quota Secondary meaning. When a Signal. In television or radio, a
sample) is one drawn with cer¬ word from the language has reproduction of that which has
tain predetermined restrictions long been used as a trademark been broadcast.
as to the characteristics of the for a specific product and has Signal area. The territory in
people to be included. An area come to be accepted as such, it which a radio or television
sample (or stratified area sam¬ is said to have acquired a "sec¬ broadcast is heard. Can be pri¬
ple) is one in which one geo¬ ondary meaning,” and may be mary, where most clearly heard,
graphical unit is selected as typi¬ eligible for trademark registra¬ or secondary, where heard sub¬
cal of others in its environment. tion. ject to more interference.
In a judgment sample, an ex¬ Secondary service area (radio).
Signal (TV, Radio). The com¬
pert chooses what he considers The area beyond the primary munication which is received
to be representative cases suit¬ service area where a broadcast¬ electronically from the broad¬
able for study, based on his ex¬ ing station delivers a steady sig¬ cast station. One speaks of a
perience and knowledge of the nal of sufficient intensity to be strong signal” or a "weak
field. A convenience or batch a regular program service of signal.”
726
Signature. (1) The name of an side electronic layer which time or space outside the city
advertiser. (2) The musical blankets the earth. At night the of origin.
number or sound effect that AM waves bound back at an Spectacolor. Similar in purpose
regularly identifies a television angle; hence AM broadcasts and method to Hi Fi color, ex¬
or radio program. (3) A sheet can be received at night over cept color pages come out with
folded ready for stitching in a vast distances. See Ground registration points to fit news¬
book, usually sixteen pages, but waves. paper page; no need for con¬
with thin paper thirty-two Slip-sheeting. Placing a sheet of tinuous design.
pages; a mark, letter, or num¬ paper (tissue or cheap porous Spectacular. An outdoor sign
ber is placed at the bottom of stock) between the sheets of a built to order, designed to be
the first page of every group of printing job to prevent them conspicuous for its location,
sixteen or thirty-two pages to from offsetting or smudging as size, lights, motion, or action.
serve as a guide in folding. they come from the press. The costliest form of outdoor
Silhouette halftone. See Half¬ Slug. Notation placed on copy to advertising.
tone. identify it temporarily, and not Spiral, advertising. The graphic
Silk screen. A printing -process to be reproduced in final print¬ representation of the stages
in which a stenciled design is ing. through which a product might
applied to a screen of silk or Small caps (abbreviated s.c. or pass in its acceptance by the
organdy. A squeegee forces sm. caps). Letters shaped like public. The stages are pioneer¬
paint or ink through the mesh upper case (capitals) but about ing, competitive, retentive.
of the screen to the paper di two-thirds their size—nearly Split run. A facility available in
rectly beneath. the size of lower case letters. some newspapers and magazines
This sentence is set with a wherein the advertiser can run
Simulation (computer). The
REGULAR CAPITAL LETTER AT different advertisements in al¬
process of introducing synthetic
THE BEGINNING, THE REST IN ternate copies of the same is¬
information into a computer for
SMALL CAPS. sue at the same time. A pre-test¬
testing; an application for solv¬
SMSA. See Standard Metropolitan ing method used to compare
ing problems too complicated
Statistical Area. coupon returns from two differ¬
for analytical solution.
ent advertisements published
Simulcast. The simultaneous play¬ Snipe. A copy strip added over a
under identical conditions.
ing of a program over AM-FM poster advertisement—such as
radio. Now ruled out by FCC. a dealer’s name, special sale Sponsor. The firm or individual
price, or another message. (Also that pays for talent and broad¬
SIU. Sets in use (TV). casting station time for a radio
referred to as an "overlay.’’)
Sized and supercalendered pa¬ feature; the advertiser on the
Sound effects. Various devices
per (s. and s. c.). Machine- air.
or recordings used in television
finish book paper that has been Spot (TV and radio). (1) Media
or radio to produce lifelike
given extra ironings to insure Use. The purchase of time from
imitations of sound, such as
a smooth surface. Takes half¬ an independent station, in con¬
walking up stairs, ocean waves,
tones very well. trast to purchasing it via a net¬
phone bells, and auto horns.
Sized paper. Paper that has re work. When purchased by a na¬
ceived a chemical bath to make Space buyer. The officer of an tional advertiser it is, strictly
advertising agency responsible speaking, iiational spot, but is
it less porous. Paper sized once
and ironed (calendered) is for the selection of printed referred to just as spot. When
known as machine-finish. If it media for the agency’s clients. purchased by a local advertiser
is again ironed, it becomes sized Space discount. A discount given it is, strictly speaking, local
and supercalendered (s. and by a publisher for the linage an spot, but is referred to as local
s.c.). advertiser uses. Compare Time TV or local radio. (2) Creative
Skin pack. A packaging method discount. use. The text of a short an¬
whereby a plastic film is pulled Space schedule. A schedule show¬ nouncement.
tightly around a product on a ing the media in which an ad¬ Spread. (1) Two facing pages, a
card. Used for "card merchan¬ vertisement is to appear, the doublepage advertisement. (2)
dising.’’ dates on which it is to appear, Type matter set full measure
Sky waves. The electromagnetic its exact size, and the cost. across a page, not in columns.
waves that shoot toward the sky Special representative. An in¬ (3) Stretching any part of a
from a station. During the day dividual or organization that broadcast to fill the full allotted
they all go through the Heavi¬ represents a medium in selling time of the program.
727
Spread posting dates. An ad¬ raised outlines being producec ing over the face of an adver¬
vertiser can have one posting by stamping over a counter die. tisement already printed.
date for half the panels of his Used for monograms, crests, sta¬ Sustaining program. Entertain¬
showing. Then have the other tionery, and similar social anc ment or educational feature per¬
half posted on a subsequent business purposes. formed at the expense of a
date, say 10 or 15 days later. Stereotype. Duplicate printing broadcasting station or network;
Stage. See Spiral. plate made by casting molten in contrast to a commercial pro¬
Staggered schedule. A schedule metal into a Matrix or mole gram, for which an advertiser
of space to be used in two or of wood fiber which has been pays.
more periodicals, arranged so made under pressure. Lacks the Sworn statement. When a pub¬
that the insertions alternate. strength and sharpness of detail lisher does not offer a certified
Standard Industrial Classifica¬ of an electrotype. Newspapers audited report of his circulation
tion (SIC). The division of all are printed from stereotype. (as many small and new pub¬
industry, by the Bureau of the Stet. A proofreader’s term—"Let lishers do not) he may offer
Budget, into detailed standard it stand as it is; disregard advertisers a sworn statement
classifications, identified by code change specified.” A dotted line of circulation.
numbers. is placed underneath the letter Syndicated services (research).
Standard Metropolitan Statisti¬ or words to which the instruc¬ Reports of consumers watching
cal Area (SMSA). An alloca¬ tions apply. TV programs, listening to radio,
tion of territories in a metro¬ Storecasting. The broadcasting or reading specific publications.
politan area as defined by the of radio programs and com¬ Sold on a subscription basis to
Bureau of the Budget, brought mercials in stores; usually super¬ advertisers, agencies and others
to county line basis. Used in markets. interested.
sales planning and scheduling. Storyboard. Series of drawings Syndicated TV program. A
“Stand by.” Cue that the radio used to present a proposed com¬ program that is sold or distrib¬
program is about to go on the mercial. Consists of illustrations uted to more than one local sta¬
air. of key action (video), accom¬ tion by an independent orga¬
Standby space. Some magazines panied by the audio part to go nization outside of the national
will accept an order to run an with it. Used for getting ad¬ network structure. Includes re¬
advertisement whenever and vertiser approval; also as a runs of former network entries,
wherever it wishes, at an extra guide in production. and movies that are marketed
discount. Advertiser forwards Strip. (1) TV or radio. A com¬ to stations by specialized firms
plate with order. Helps maga mercial scheduled at the same that had a hand in their produc¬
zine fill odd pages or spaces. time on successive days of the tion.
Station breaks. Those periods of week, as Monday through Fri¬ Syndication, Trade-out. See
time between television pro¬ day. (2) Newspapers. A shal¬ Trade-out Syndication.
grams, or within a program as low advertisement at the bot¬
designated by the program tom of a newspaper, across all
originator, that are set aside for columns. T. Time, or times, as 1-t, 5-t, the
local station identification and Substance No. (Usually followed frequency with which an ad¬
spot announcements called ID. by a figure, as Substance No. vertisement is to appear.
Usually 8 seconds 16, Substance No. 20, Substance T.A.B. See Traffic Audit Bureau.
Station clearance. See Clear time. No. 24.) In specifying paper
Tag (TV). A local retailer’s mes¬
Station Satellite. A station, often stock, the equivalent weight of
sage at the end of a manufac¬
found in regions of low popula¬ a given paper in the standard
turer’s commercial. Usually 10
tion density, that is wholly de¬ size.
seconds of a 60-second com¬
pendent upon another, carrying Supplements (newspaper). mercial.
both its programs and com¬ Loose inserts carried in a news¬ Take-one. A mailing card or
mercials. Purpose is to expand paper. Printed by advertiser. coupon attached to an inside
coverage of the independent sta¬ Must carry "supplement” and transit advertisement, which the
tion and offer service to remote newspaper logotype to meet rider is invited to tear off and
areas. Nothing to do with TV newspaper postal requirements. mail for further information on
from satellites. Surprint. (1) a photoengraving the service or offering by the
Steel-die embossing. Printing in which a line-plate effect ap¬ advertiser.
from steel dies engraved by the pears over the face of a half¬ Tear sheets. Copies of advertise¬
intaglio process, the sharp, tone, or vice versa. (2) Print¬ ments torn from newspapers.
728
Telecast. A sound and pictorial help identification. May appear scribe to various transcription
image that has been sent by on packages as well as in ad¬ libraries.
television. vertising (e.g., Green Giant). Transient rate. Same as one¬
T.F. (1) Till-forbid. (2) To fill. Trademark. Any device or word time in buying space.
(3) Copy is to follow. that identifies the origin of a Transition time. See Fringe
Till-forbid; run T.F. Instruc¬ product, telling who made it or time.
tions to publisher meaning: who sold it. Not to be confused Transparency. Same as decalco-
"Continue running this adver¬ with trade name. mania.
tisement until instructions are Trade name. A name that ap¬ Traveling display. An exhibit
issued to the contrary.’’ Used in plies to a business as a whole prepared by a manufacturer of
local advertisement. and not to be an individual a product and loaned by him to
Time Classifications (TV). Sta¬ product. each of several dealers in rota¬
tions assign alphabetical values Trade-Out Syndication. An ad¬ tion. Usually based on the prod¬
to specific time periods for vertiser will produce a TV pro¬ uct and prepared in such a way
easier reference while reading gram series in which he places as to be of educational or
their rate cards. The values gen¬ his own commercials. He then dramatizing value.
erally extend from A through offers the program without cost Trimmed flush. A booklet or
D. In an average market, the to stations, which can then sell book trimmed after the cover
classification might work as fol¬ remaining time to other ad¬ is on, the cover thus being cut
lows: A A and A for Prime vertisers in addition to saving flush with the leaves. Compare
Time; B for Early Evening and program charges. Chief advan¬ with Extended covers.
Late News; C for Day Time tage: keeps other commercials Triple Spotting. Three commer¬
(afternoon) and Late Night; D away from his. cials back to back.
for the periods from 1 A.M.
Traffic Audit Bureau (T.A.B.). True-line. The rate per million
until sign-off and from sign-on
An organization designed to in¬ circulation of a newspaper
until noon.
vestigate how many people pass within a trading area (exclud¬
Time clearance. Making sure and may see a given outdoor ing outside trading area). This
that a given time for a specific
sign, to establish a method of is in contrast to the milline rate
program or commercial is avail¬
evaluating traffic and measuring which is its rate per million
able. a market. circulation based on its total
Time discount. A discount given
Traffic count. In outdoor ad¬ circulation. Used by retail ad¬
to an advertiser for the fre¬ vertisers in comparing different
vertising, the number of pedes¬
quency or regularity with which newspaper costs measured in
trians and vehicles passing a
he inserts his advertisements.
panel during a specific time terms of only that part of the
Distinguished from quantity dis¬
period. total circulation in which a
count, for amount of space used.
Traffic department. The depart¬ store is interested.
Tint block. Usually a solid piece
ment in an advertising agency TV. Television.
of zinc, used to print a light
responsible for the prompt ex¬ TvQ score. Percentage of people
shade of ink for a background.
ecution of the work in the re¬ familiar with a network pro¬
To fill (T.F.). Instructions to
spective departments and for gram who also consider it one
printer meaning: "Set this copy
turning over the complete mate¬ of their favorites. A commercial
in the size necessary to fill the
rial for shipment to the for¬ service.
specified space indicated in the
warding department on sched¬ TV week. Sunday to Saturday.
layout.’’
ule time. 25 X 38-80. Read twenty-five,
Tr. Transpose type as indicated,
Traffic flow map (outdoor). An thirty-eight, eighty. The method
a proofreader’s abbreviation.
outline map of a market’s of expressing paper weight,
Trade advertising. Advertising streets scaled to indicate the meaning that a ream of paper
directed to the wholesale or re¬ relative densities of traffic. 25 X 38 inches in size weighs
tail merchants or sales agencies
80 lbs. Similarly, 25 X 38-60,
through whom the product is Transcription. See Electrical
transcription. 25 X 38-70, 25 X 38-120, 17
sold.
X 22-16, 17 X 22-24, 20 X 26-
Trade character. A representa¬ Transcription program library.
A collection of transcription 80, 38 X 50-140.
tion of a person or animal, real¬
istic or fanciful, used in con¬ records from which the radio Type face. The design and style
station may draw. Stations sub- of a type letter. Type faces are
junction with a trademark to
729
usually named after men, as, Video. The visual portion of TV special promotions in each of
Caslon, Della Robbia, Janson, television broadcast. See Audio. these areas.
Goudy. In machine composi¬ Videotape. An electronic method Wax-mold electrotype. An elec¬
tion, the faces are known also trotype made from an impres¬
of recording images and sound
by code numbers. sion taken in a sheet of wax;
on tape. Most TV shows that
Type page. The area of a page appear live (except sports less expensive than lead mold.
that type can occupy; the total events) are done on videotape. See Electrotype.
area of a page less the margins. Wet printing. Color printing on
Videotape recording. A system
which permits instantaneous specially designed high-speed
U
playback of a simultaneous re¬ presses with one color following
UHF. See Ultra High Frequency. another in immediate succession
cording of sound and picture on
Ultra High Frequency UHF. before the ink from any plate
a continuous strip of tape.
Television channels 14-83, op¬ has time to dry.
erating on frequencies from 470 Vignette. A halftone in which W.F. Wrong font.
Me to 890 Me. the edges (or parts of them) are
shaded off gradually to very Window envelope. A mailing
Unaided recall. A research envelope with a transparent
light gray.
method for learning whether a panel, permitting the address
person is familiar with a brand, Voice-over announcer. In tele¬ on the enclosure to serve as a
slogan, advertisement or com¬ vision, a slide with an announcer
mailing address as well.
mercial without giving him a who does not appear.
Work-and-turn. Printing all the
cue as to what it is. "What pro¬
pages in a signature from one
gram did you watch last night?" W
form and then turning the paper
See Aided recall.
Wait order. An advertisement and printing on the second side,
set in type ready to run in a making two copies or signatures
V
newspaper, pending a decision when cut.
VAC. Verified Audit Circulation
on the exact date (frequent in Wove paper. Paper having a
by an auditing organization
local advertising). very faint, cloth-like appear¬
which believes every publication
ance when held to the light.
selling advertising should have Warm-up. The 3- or 5-minute
an audit available whatever the period immediately preceding Wrong font (w.f.). Letter from
circulation method (paid or a line broadcast in which the one series mixed with those
free). announcer or star puts the studio from another series, or font.
audience in a receptive mood See if you can pick out the
Value goal. The determination by
by amiably introducing the cast wrong font in this sentence.
a company of the amount and
form of value it sets out to offer of the program, or discussing Z
in a product. its problems. Zinc etching. A photoengraving
Vertical publications. Those Wash drawing. A brushwork il¬ in zinc. Term is usually applied
business publications dealing lustration, usually made with to line plates.
with the problems of a specific diluted India ink or water color Zone plan. The tactics in an ad¬
industry, as Chain Store Age, so that, in addition to its black vertising campaign of concen¬
National Petroleum News, Tex¬ and white, it has varying shades trating on a certain limited geo¬
tile World. See Horizontal pub¬ of gray, like a photograph. Half¬ graphical area. Also known as
lications. tones, not line plates, are made local plan.
VHF. Very High Frequency. The from wash drawings. Zooming. The effect in television
frequency on the electromag¬ Wave posting (Outdoor). Con¬ of having a subject suddenly
netic spectrum assigned to tele¬ centration of poster showings in grow bigger on the screen, like
vision channels 2-13, inclusive. a succession of areas within the the locomotive of a train rush¬
See Ultra high frequency. market. Usually coincides with ing right at you.
730
Index
731
732 Advertising agency (cont.) American Motors, 49
Index career opportunities in, 697-98 American Newspapers Publishers Asso¬
commission system, 576-77 ciation (ANPA), 576
compensation structure, 577-78 American Research Bureau (ARB), 152-53
competing accounts, 580 ADI, 158
consent decrees, 577 Arbitron, 155
current statistics on, 571-72 American Sheep Producers Council, 112,
full-service, 570 115
full-service house, 578—79 American Wood Council, 57, 69
history of, 13, 567-71 Amplitude Modulation, 172
house, 579 Anchor Post Products, 327
in-house, 579—80 Animation, 429
international operations, 581 Answer print, 442
layout men, 378 Anthropology, and advertising, 286—89
negotiated fee, 578 Appeal, 107-8
networks, 581 search for, 314-317
organization, 572-76 translating to total concept, 339
of record, 580 Appraising ads, 510-19
relationship to media services, 587 Appraising campaigns, 520-27
training courses in, 697-98 Area sampling, 321
Advertising appeal, 107-8, 314, 317 Areas of Dominant Influence (ADI), 158
Advertising brand manager, 594-95 Arm & Hammer, 345—46
Advertising Checking Bureau, 207 Armstrong Cork Company, 494
Advertising costs, 32-33 (See also Costs) Art work, commercial, 378
Advertising Council, 19, 72 Artist’s medium, 378, 379
Advertising department (See Manu¬ Associated Advertising Clubs of the
facturer’s advertising department; World, 15, 16
Retail advertising, advertising Association Films, 278
department in department store) Association of Industrial Advertisers
Advertising Review Council, 16 (AIA), 662, 663, 670, 674
Agency, advertising (See Advertising Association of National Advertisers
agency) (ANA), 16, 509, 591, 600, 685,
Agency networks, 581 687
Agency of record, 580 AT&T, 143, 289, 580
Agricultural Publishers Association Atlantic Monthly, 10, 219
(APA), 576 Attitude testing, 523—24
AIA Media Data Form, 662 Audi, 82, 83
Aided-recall tests, 513, 529 Audience radio report, 179
Alcohol Tax Unit, 683 Audience research, 149-56, 156, 158, 171
Allstate Insurance Company, 353 diary method, 153-54
Almaden wines, 368 mechanical recorder, 155
Alpo dog food, 167 telephone coincidental method, 153
Altman, Vos & Reichberg, 381, 402, Audimeter, Nielsen, 155
648-52 Audio, in TV commercials, 428
AM Radio, 161, 172-73, 182 Audit Bureau of Circulations (ABC), 16,
American Advertising Federation, 15-16, 204-5, 210, 227, 662, 668
686, 687 Auditing organizations, 16
American Association of Advertising Auditing reports, 668
Agencies (AAAA), 16, 32, 42, 109, Automobiles Manufacturers Association,
123, 198-99, 443, 467-68, 570, 278
574-75, 577 Automobiles:
American Broadcasting Company (See buyer profiles, 112-14
ABC network) early, 13
American Business Press (ABP), 576 Availabilities, 149
American Castleton china, 36 Avis, 68, 543
American Dairy Association, 57 Avon Products, 51, 56
American Dental Association, 37, 103-5 Ayer, N.W., & Son, 116, 389, 432-33,
American Druggist, 658 opp. 443, 568, 570
American Fruit Grower, 232
American Gas Association, 363 B
American Home Products, 56, 259
American Marketing Association, 111 Backman, Jules, 37
Baltimore and Ohio Railroad, 278 Budget:
Baltimore Sun, 117 advertising, 598
Band-Aid, 91, 539 approval of, 544
Bartering, 589 for department stores, 614—16
Bartan, Roger, 105, 594, 596, 600 of discount stores, 622
Basic bus, 266—61 mathematical models, 600
Batten, Barton, Durstine, & Osborne, of national advertisers, 598-602
147, 452, 527 residual fees, 437
Bauer, Raymond A., 42, 286, 295 selecting primary medium, 122—23
Bayton, James A., 297 of small advertiser, 122
Beatrice Foods Company, 453 synergistic effect, 123
Behavioral sciences, 285-312 and timing, 125—27
anthropology, 286-90 Bulk discounts:
case report, 307-12 in magazines, 227
defined, 285—86 in newspapers, 197
models of, 305-6 Bulletins, outdoor painted, 247-51
psychology, 296-300 Bulova, 370, 537
sociology, 290-96 Burch, Dean, 166
Bureau of Advertising, 196, 212
Bell, Martin, 292
Bureau of Consumer Protection, 680
Bell System, 353
Bus advertising (See Transit advertising)
Bellaire, Arthur, 434, 440
Business advertising, 659-75
Bench marks, 529
advertising agency for, 675
Benday process, 413-16
annual business show, 672
Bender, William H., 215-17
industrial, 664—75
Berelson, Bernard, 297, 344
publicity, 672
Best Foods, 259
Standard Industrial Classification Index
Better Beef Business, 232
Better Business Bureaus, 15-16, 31, (SIC), 669
trade papers, 658—63
686-87
Better Homes & Gardens, 223, 640 Business films, 277-79
Business Publications Audit of Circula¬
Betty Crocker, 459, 493, 558
tion (BPA), 662, 668
Bigelow carpets, 354
Business shows, 672
Binaca, 449
Business Week, 581, 674
Birds Eye, 341, 372, opp. 374
Bus-O-Rama, 265
Bisquick, 558—62
Black Panther Newspaper, 204 Buxton, Edward, 632
Buyer profile, 110—11
Blair, John, & Company, 187
Buying (See Space buying; Time buying)
Bleed pages, 221, 222
Buying habits, of consumers, 484
Blister card, 470
Bolla wines, 287
Book, Albert C., 429 c
Book club ads, 638
Book of Knowledge, 341, 345 Cable television, 162-64
Borden, Neil H., 49 AdTel, 526
in direct-response advertising, 656
Borden Company, 56
Boston Globe, 117 and magazines, 236
"Bounce-back” circulars, 638 and political pressure, 166
two-way communication, 164
Boutique agency, 579
Boyd, Harper, 105, 106 Cablecasting, 164, 325
Brain, Lord, 330 Cadillac, 100
Brand name: Calgon, 317
California Farmer, 232
defined, 459
logotype used in, 463 California Food News, 658
Brands, advertising, 35-37 California turkey growers, 540
Calkins, Earnest Elmo, 11, 15, 22, 569
Briggs, Richard, 254, 257,
British Association for the Advancement Calkins, & Holden, 569, 570
of Science, 330 Campaigns:
appraising, 520-27
Broadcast, 166
budget approval for, 544
Broadcast day, radio, 175
long-range institutional, 124
Broadcasting, 162, 164, 189, 293
presentation to sales force, 544
Brown, George H., 22
for new product, 532—62
Brown, Jordan, 222
734 Campaigns (cont.) Coleman, Richard, 292
Index steps in, 545 Colgate toothpaste, 37, 122
for supermarkets, 623—24 Colley, Russell H., 509
Campbell’s Soup Company, 56, 92, 103, Color:
539, 679 in advertising, 374
Cardozo, Richard, 306 films, in TV commercials, 435
Careers, in advertising: four-color halftone plates, 414—15
in advertising agency, 697—98 full-color reproduction, 419
getting the first job, 694—99 halftone plates, 419
in retail advertising, 632, 694—99 in newspaper advertisements, 210, 214
Carey, Norman D., 429 Columbia Broadcasting System (See
Carrier air conditioners, 509 CBC)
Cash, Norman E., 674 Comics, 212
Cassettes, television, 166 Commercials:
Casting, for TV, 440, 441 integrated, 148
Catalog buying service, 638 radio, 445-54
Catalog merchandise stores, 626-27 categories of, 447—48
Catalogs, for industrial advertising, 672 elements of effective, 445-46
CATV (See Cable television) examples of, 449—52
Caxton, William, 6 making duplicates, 454
CBS network: musical, 447
beginnings, 17 prerecorded, 454
radio, 173, 190 production, 453—54
television, 142, 143, 144 timing, 446
Celanese, 542, 592 writing, 445—47
Century, 10 Yankelovich Report, 445
Certificate of Performance, 148—49 slice-of-life, 294
Certification marks, 468 television, 428—43
Chain department stores, 609, 621—22 animation, 429
Chain Store Age, 658 artists and, 435
Chainbreak, 145 audio in, 428
Chamberlin, Edward, 36-37 casting, 440, 441
Chase, Stuart, 25 composers, 441
Checking copies. 207 creating, 428
Cheskin, Louis, Associates, 324 editing, 442
Chevrolet, 40, 122 estimating costs of, 438—39
Chicago Tribune, 117, 212 filming, 441—42
Children, Incorporated, 73 films, 435
Chiquita bananas, 53 kinescope, 436
Chivas Regal whiskey, 344 length of, 140
Churchill, Randolph S., 677 limitations of, 140—41
Cincinnati Milling Machine Co., 275 live, 435-36
Circulation: making, 437—43
audits, 662 musicians, 441
interior transit advertising, 261 opticals, 436
magazines, 228 photoscripts, 431, 433, opp. 442,
outdoor advertising, ‘252 opp. 443, 456
trade papers, 658—662 preproduction meeting, 439—40
Circulation rate base, 227 producer of, 434, 437
Clairol, 93 production, 434-43, 629-31
Classified advertisements, newspapers, 6—7 production costs, 438-39, 440
Close-Up toothpaste, 317, 354 production studio, 437
Closing date, 225, 424-26 recall studies, 510
Closing time: rehearsals, 441—42
radio, 174 rough cuts, 442
television, 148 rushes, 442
Club Mediterranee, 303, 304 sales message, 428
Cluett, Peabody & Co., 59 script, 430, 438
Coca-Cola, 86, 122, 353, 459, 469, 494, sound track, 436
497, 538, 589 storyboard, 429, 432, 438
Coined words, in trademarks, 462 story line, 428
Cold type, 409 styles in, 428
Commercials (cont.) Coolidge, Calvin, 17
testimonial, 429 Cooperative advertising, 502—6, 619—21
TV commercials production de¬ department store, 619—21
partment, 573 legal aspects of, 682
types of structure, 428—29 newspapers, 505, 506
video, 428 Copy, 339-54
videotape, 435 action inspiring, 345
writing, 429, 434 amplification, 343
Commission, agency, 576—77 approach, 348—53
Community antenna television (CATV) emotional, 351—53
(See Cable television) factual, 348—51
Comparison testing, 511, 529 approval by legal department, 688
Compensation, agency, 578—79 direct-response, 638—40
Compensation, in media services, 587 headlines, 340, 357
Competition, 123, 329—30 industrial, 669—70
defined, 101—2 long-copy ad, 347
imperfect, 41 nature of, in selecting media, 123—24
matching on national scale, 124 origin of term, 339
perfect, 41 outdoor advertising, 257
Competitive advertising, 82—85, 87, 94 PAPA, 340
competitive product with new feautre, proof, 343—44
87-89 short-copy ad, 346
detail in pioneering stage, 87-89 slogans, 353-54
familiar products, 87—89 style, 348—52
Competitive enterprise, and advertising, subhead (subcaption), 342
24-25 trade paper, 662—63
Competitive stage, of new product, 536, Copy playback testing, 511
537, 538 Copyrighting:
Computer thinking, 128—29 advertisements, 691-92
Computers: music, 447
in direct-response advertising, 656 publications, 691
and interviewing, 325 Copy-testing of ads, 508 (See also
iteration, 128-29 Testing)
mathematical models, 527 Cosmopolitan, 11, 236
media planning, 127—28 Cost per GRP, 157
radio planning, 184—86 Cost per order (CPO), 647, 653, 655
typesetting, 407—9 Cost per thousand audience (CPM),
used to compile lists, 641, 643—44 formula for, 127
Con Edison, 71 Costs:
Conformity, and advertising, 39—40 of advertising, 32-36
Consent decrees, 577, 680 estimate, in TV, 438—39
Consumer: of outdoor advertising, 243
behavior, models of, 305—6 Coty, 40
buying habits of, 484 Council of Better Business Bureaus, 687
creative, 110—11 Coupons, 498, 508
deals, 501—2 cents-off, 501
directories, 280 cost per order, 647, 653
groups against deceptive advertising, 687 in mail-order copy, 640
life-styles, 300—304 in national advertising, 518-19, 529
packaging requirements of, 469-70 Coverage area:
passive, 111 radio, 177
protection against misleading adver¬ television, 156
tising, 677—92 Creative advertising, 680
questionnaires, case report, 331-35 Creative director, 573
research, 319-28 Creative strategy, 537—38
surveys, 526 Crescent, The, 628
Contests, 497—99 Crest toothpaste, 37, 103, 107, 373
Continuity, 124—25 Crisp, Richard D., 320
Controlled circulation, 658, 662 Criterion Advertising, Inc., 247
Controls, legal, on advertising, 677-92 Cronkite, Walter, 190
Convenience sample, 322 Cumes, 158
Cook Book Guild, 65 Cunningham, Scott M., 286
736 Cuppa coffee, 246 defined, 634
Index Cut, in TV, 436 direct marketing, 634
magazines, 640
D mail-order advertising, 634
media, 640—41
Dailies, 442 newspapers, 641
Dairyman, The, 232 television, 641, 655
Dakota Farmer, 232 testing, 647-54
D’Arcy-MacManus-Internaco, Inc., 449 trends, 656
Davidson, William R., 614, 615 types of, 637-38
Day, Ralph A., 101 unique features of, 635
Day-after recall studies, 513 Discount stores, 622
De Beers diamonds, 302, 304 Discounts:
Dealer programs, 482-506 frequency, 147, 176
cents-off coupons, 501 in magazine advertising, 227-28
contests, 497-99 in newspaper advertising, 197
cooperative advertising, 502—6 Disney Productions, 277
forms of, 482-83 Displays:
point-of-purchase advertising, 483-92 how to get them used, 492
premiums, 492-96 ideas for, 490
sampling, 499-500 illuminated, 489
Deals, 501—2 jumble, 489
Del Monte, 359, 468 makers of, 492
Delayed telecast, 142 motion, 489
Delineator, 11 permanent merchandising, 489
Demby, Emanuel, 110—11, 665 point-of-purchase, 519
Demographic data, 109-15, 209, 230 Dissonance theory, 295
Department of the Army, opp. 442 Distribution, of product, 50, 120-22, 536
Department stores, 608—22 Dixie Cups, opp. 375, 539
Depression (1930’s), advertising in, 18-19 DKGinc., 450—51
Depth interview, 326 DMA, 158
Designated Marketing Areas (DMA), 158 Doody, Alton F., 614, 615
Dewar’s Scotch, 541 Doubleday & Co., 382-84, 648-49, 652
Diary method of research, 154, 323 Douglas Leigh, Inc., 251
Dichter, Ernest, 298, 326 Dow Chemical Company, 465
Differential, product, 52, 83, 534 Drive time, 176
"imaginary,” 29-31 Droste cocoa, 478
"trivial,” 26—29 Drug advertising, 32
Direct lithography, 410 du Pont (E.I.) de Nemours, 40, 59, 66,
Direct marketing, 634 318, opp. 443, 468, 484, 602
Direct selling house, 272 Duofold underwear, 344
Directional antennas, 172 Duplicate plates, 420-22
Direct-mail advertising, 120, 631—32, electrotypes, 420
641-45 mat, 421—22
copyrighting of publications, 691 stereotypes, 421—22
defined, 635 Duplo, 488
house lists, 641 Dutch Boy paint, 459
industrial, 670—72
list broker, 643—44 E
matching lists, 644
package, 644 Early Bird satellite, 165
planning, 644-45, 655 Early fringe time, 147
producing, 655 Easy-Off, 357
response-derived lists, 643 Ebony, 219, 231
scheduling, 645 Edlund, Mary, 698-99
tests, 653 Edlund, Sidney, 698—99
Direct-response advertising, 59, 65, 508, Ekco, 377
634-56 Eldridge, Clarence, 593, 598
arithmetic, 646—47 Electric transcription, radio, 454
cable television, 656 Electrolux, 56
copy, 638-40 Electromagnetic spectrum, l6l
copyrighting of publications, 691 Electrotypes, 420
Elgin National Industries, 265 Foley’s 617 737
Ellis, Lynn, 581 Food and Drug Administration (FDA), Index
Empirical method, 602 32, 479, 495, 501, 683
End-product advertising, 59, 66 Forbes, 54, 673
Esquire, 225, 230 Forced combination, newspaper, 197
Ethics, advertising, 43 Ford, Henry, 13, 102—3
Eureka vacuum cleaner, 30 Ford Motor Company, 13, 40, 89, 103
Evans, Jacob A., 655 Formula for Effective Relief, 680
Evinrude, 342 Fortune, 219, 673
Expenditures, advertising, 19, 54-56, 119 Foster and Kleiser, 246, 249
comparison 1960—1970, 121 Foundry type, 404
and the consumer, 32-33 Four-color reproduction, 419, opp. 420
major media, 131 Frank, Ronald E., 102
newspaper, 214 "Free,” legal aspects of term, 495—96,
as percent of sales, 55 679
radio, 19, 171 Free giveaway, 492
television, 19, 139 , French Line, 116—17, 390—92
Experimental sales-test patterns, 524 Frequency, 124—25, 157
Exterior advertising (See Transit Frequency, radio, 183
advertising, exterior) Frequency discounts, 147, 176, 227
Frequency Modulation, 172, 181, 182
Friedlich, Fearon & Strohmeier, 238
F
Frigidaire, 28, 29, 93, 466, 538
Fact sheet, 453, 617 Fringe time, 147
Fair Packaging and Labeling Act, 479 Frosted Food Field, 668
False advertising, 31, 677—681 Fulfillment firms, 496, 499
Family Circle, 471, 647
Full position, newspaper, 197
Family Week, 212
Fuller & Smith & Ross, Inc., 316
Famous-Barr, 610, 612, 614, 615, 618, 689 Full-service house agency, 578-79
Fur Products Labeling Act, 683
Farberware, 369
Farm Journal, 232 Furst, Sidney, 52, 90
Farm magazines, 232—36
Federal Communications Commission G
(FCC), 17, 160, 161, 164, 173,
182, 588 Galbraith, John Kenneth, 36, 38
Federal Communications Commission Gallagher Report, The, 534, 675
Report, 141 Gallup, George H., 322, 571
Federal Food, Drug and Cosmetic Act, Gallup Organization, 42
18, 683 Gatefolds, 223—25
Federal Trade Commission (FTC), 18, 32, Gateway National Bank, 274
37, 52, 295, 479, 495, 499, 502, Gaw, Walter A., 275
539, 599, 678-81, 688 General Electric, 27, 38, 50, 56, 84, 365
Federal Trade Commission Act, 14-15, General Foods, 26-27, 56, 236, 364, 372,
479—80, 502, 677-81 opp. 374, 467, 477, 478, 525,
Feldman, Wallace, 306 597, 599
Ferrari, 83 General Mills, 23, 52, 459, 494, 558-62,
Festinger, Leon, 296 688
Fiber Industries, Inc., 542 General Tires, 366-67
Field and Stream, 219 Gerber, Dan, 28
Filming, TV commercials, 441—42 Gerber Products, 28
Films, 277-80 Getty Oil Company, 450-51
business, 277, 279 Geyer, Morey, Ballard, Inc., 517
sponsored, 277-80 Gilbert Advertising Agency, 241
for television commercials, 435 Gillette, 78, 91, 370, 468
theatrical, 277 Godey’s Lady’s Book, 10
Firestone Tire & Rubber Co., 17, 278, Gold Band Rock Wool, 345
343-44 Good Housekeeping, 219, 236, 640, 685
Fish, James S., 558 Good Seasons Salad Dressing, 533
Flammable Fabrics Act, 683 B.F. Goodrich Company, 89-90
Fle-ischmann’s Yeast, 294 Goodyear Tire & Rubber, 28—29, 296,
Flights, 159, 171 348-49
FM radio, 172, 181, 182 Gourmet, 117
738 Greenshaw & Rush, Inc., 123 Hunt-Wesson Foods, 103, 534, 541
Index Grey Advertising Agency, 304, 587-88 Hymes, David, 404, 411
Greyhound Bus, 318, 319
Greyser, Stephen A., 42, 295, 300, 336, I
521, 523
Griswold, Edgar, 534 ID, in TV, 145
Grocery Manufacturers Association, 601 Illinois Beverages Journal, 658
Grocery Mfr., 486, 487-89 "Imaginary differential,” 29-31
Gross rating point (GRP), 156-58, 186 Imperfect competition, 41
Grotte Advertising Co., 271 Impulse buying, 484
Ground waves, 172 Incentive Marketing, 494, 496, 499
Gruber, Alin, 327 Industrial advertising, 59, 66, 658, 664-68
Guarantees, in advertising, 679 advertising agency for, 675
Gulf Coast Cattleman, 232 annual business shows, 672
Gulf Oil, 592 catalogs, 672
copy, 669-70
H corporate, 673-74
defined, 664
Haag Drug Company, 521 direct-mail, 670-72
Haggman, Richard S., 546 directories, 672
Haire, Mason, 300 effectiveness of, 665-68
Halftone finishes, 418-22 publications, 668-69
color halftone plates, 419 publicity, 672
duplicate plates, 420-22 Standard Industrial Classification Index
full-color reproduction, 419 (SIC), 669, 671
silhouette halftone, 418, 419 uniqueness of, 664-65
square halftone, 418, 419 use of case histories, 669—70
Halftone plates, 416-18 Industrial Maintenance and Plant
Halle Bros., 628 Operation, 668
Hallmark cards, 143 Industrial Marketing, 668
Hamburger Helper, 104 Industrial publications, 668
Hanes T Shirts, 340 Industrial Revolution, 7
Hardware Retailer, 658 Influential, 294—95
Harper’s Monthly, 10, 11 Information services, 704—5
Harris, Louis, 487 In-house agency, 579-80
Harvard Business Review, 42 Innovators, 293—94
Hayes, Ira, 674 Insertion order:
Headlines, 340-42, 357 magazines, 225, 227
"Heavy users,’’ 110, 111 newspapers, 201
Hechtlinger, Adelaide, 14 Inserts:
Hershey Foods, 534 magazines, 225
Hertz, 360, 543 newspapers, 213
Hidden-offer testing, 518, 529 Institute of Outdoor Advertising, 249
Highway Beautification Act, 257—58 Institutional advertising, 57, 70-71
Hills Brothers, 623—26 department store, 609, 612, 613
Hinkle, Charles L., 501—2 Intaglio printing, 411
Hobbs, Whit, 105 Integrated commercials, 148
Hofsoos, Emil, 699—70 Interior advertising (See Transit
Holden, Ralph, 22 advertising, interior)
Holland House cocktails, 491 Intermedia planning, 122-23
Home Furnishings, 658 Interviewing:
Homelite, 85 depth, 326
Hoover Company, 56, 538 direct, 525
Horizontal industrial publications, 668 mail, 322-23
Hormel, 473, 474-75 panel, 323
Hotten, John Camden, 22 personal, 323
House agency, 578-79 readership tests, 511-12
House & Garden, 221
telephone, 323
Inventions, 8
House lists, in direct-mail advertising, 641 IP rate, 147
House marks, 467—68 Irwin, John, 674 '
Household Finance Company, 290 Iteration, 128-29
Legal releases, 380, 690 739
J Index
Lestoil, 536
Janitor in a Drum, 345 Letterpress printing, 410
Jarman Shoes, 40 Lettershop, 643, 645
Jefferson, Benjamin, 201 Lever Brothers, 688
Jingles, 447 Levy, Sidney, 105, 106
Jobber Topics, 658 Lewis Kleid Company, 643
John Deere snow blower, 351 Libby’s, 539
Johnson, J.R., 239 Life, 232, 233, 691
Johnson & Johnson, 91, 108 Life-styles, 300—304
Johnson (S.C.) Co., 105, 106 and changes in packaging, 470—71
Jones, Robert W., 22 Liggett & Myers, 439
Judgment sample, 322 Lincoln Continental, 49
Jump clock, 249 Line plates, 413—16
Junior units, 223 Benday process, 413—16
color, 416
K Linotype, 405—6
Lippincott & Margulies, Inc., 472, 473,
"Karsh campaign,’’ 546—47 474-75
Katz, Elihu, 294 Lipton, 240
Kava, 105 Liquid Gold, 317
Kellogg Company, 50, 62—63 Liquor advertising, legal controls on, 683
Kelvinator, 345, 516—17 List Broker, 643—44
Kikkoman, 108 Lists, direct-mail:
Killian Company, 628 house, 641
Kimberly-Clark Corporation, 34, 46—47 industrial, 670—72
Kitchen Aid, 345 on magnetic tape, 644
Kleenex, 34, 46-47, 87, 107, 277, 340, matching, 644
467, 473 outside, 642
KLM Airlines, 318 rental of, 642, 643
Kodak, 49, 84, 362, 542 response-derived, 643
Kohlos, Jay M., 293 Lithography, 410-11
Kotler, Philip, 25, 305, 658 Live commercials:
Kraft, 50, 104, 239, 471 radio, 453-54
Krakauer, Edward M., 534 television, 435—36
Kresge, 622 Local advertising:
Kress, George J., 519 newspapers, 196
Kuehn, Alfred A., 101, 126, 127 radio, 174
television, 141, 607
See also Retail advertising
L
Logotype:
brand names, 463
Labeling, 473, 683
Labiner, Ted, 240 musical, 447, 453
Ladies’ Home Journal, 11, 13, 221, 223 trademarks, 463
Lajmar Dean, 250 Look, 233
Los Angeles Times, 117, 212
Lamb, market for, 115
Landers, Bob, 447 Lotteries, 679
Larwood, Jacob, 22 Luzianne coffee, 105
Late fringe time, 147
Layouts, 368—91 M
artist’s medium, 378—79
composing the elements, 371—73 McCann-Erickson, 254
criteria for, 380 McClure’s, 11
layout man as editor, 369 McKie, James W., 25
samples of, 382—83, 386, 390—91 Maclean’s toothpaste, 317
for small advertisements, 375 McNiven, Malcolm A., 602
types of, 377—78 Macy’s, 611
Lazarsfeld, Paul, 294 Mademoiselle, 230
Lazer, William, 300 Magazine Advertising Bureau, 237
Lea & Perrins, 497, 538 Magazine Publishers Association, 229
Lee, Alfred McClung, 22 Magazines, 219—41
Lee, James Melvin, 567 advantages of, 219-21
740 Magazines (cont.) profile, 108—15
Index cards, 225 segmentation, 102-8, 120
circulation, 228 creating products for, 103
color reproduction, 219 and diversity, 103
corporate industrial advertising in, 673 and mass production, 102—3
criteria for picking, 236 within a market, 107
dates, 225 shift of stake within, 87
direct-response advertising in, 640 Marketing:
discounts, 226—27 associations, 703—4
elements of, 221-25 data, newspaper, 208, 209
farm, 232-33 goals, vs. advertising goals, 509-10
gatefolds, 223—25 information sources, 112-15
geographic/demographic editions, labeling, 473
220-21 mix, 49-51, 500
history of, 10-11 services, 703—4
inserts, detachable, 225 strategy, 116-17
Junior units, 223 target, 99-117, 536
limitations of, 221 Marketing Science Institute, 510
merchandising services, 229—32 Markets:
national media plan, 122 determining best locations of, 108
ordering space, 225-30 newspaper, in U.S., 192
position of ads in, 224, 640 television, 158
rates, 225—27 Mars, Inc., 679
readership tests, 511—13 Martineau, Pierre, 292
scheduling dates, 225 Mass production:
self-regulation by, 685 and advertising costs, 33
short rate, 226—27 beginnings, 13
sizes, 221-23 and market segmentation, 102—3
space designations, 223 Massy, William F. M., 102
special editions, 221 Master print, 442
split-run editions, 221 Master tape, 454
split-run tests, 647 Matched-set comparison testing, 522-23,
Starch Reports, 511, 512 529
supplements in newspapers, 210-12 Matching lists, in direct-mail advertising,
trends, 233-36 644
ways of using space, 224 Mathematical models, 527, 601
Magnavox, 51 Mats (matrices), 407, 421-22
Mail interviewing, 322—23 Maxiline, 202
Mailing lists, industrial, 671—72 Maxwell House, 52
Mail-order advertising, 59, 508 May Co., 620
defined, 634 Maybelline, 487
testing ads, 516 Mayer, Martin, 525
Majority fallacy, 101 Mazda, 79
Make-goods, 149, 207 Mazola, 263
Mallory batteries, 53 Mechanical Contractor, 668
Management decisions, 91—93 Mechanical recorder, 155
Manufacturer’s advertising department, Mechanicals, 378
591-602 Media:
advertising brand manager, 594—95 advertising, 119—22
advertising manager, 593—94 associations, 702-3
budget, 598-603 chief patterns for using, 125-27
central advertising control, 592—94 competition in, 123
corporate, 597 computers used in, 127, 128
decentralized advertising control, 596 cost comparison of, 127
mathematical models, 600—601 determining best combinations of, 128
organization of, 591-92 director, in advertising agency, 573, 576
product brand manager, 596 direct-response, 640—41
Manville, Richard, Research, Inc., 478 estimate, beginning, 568
Margulies, Walter P., 470, 476-77 mix, in retail advertising, 627—32
Market: package, 568
defined, 100-101 plan:
majority fallacy, 101 basic local, 120
basic national, 122 Middle South Utilities, 290
basic regional, 120 Military Book Club, 382—84
full-circulation national magazines, Miller and Rhodes, 628
122 Miller’s High Life beer, 318
geographical, 122 Milline rate, 201—2
merchandising, 127 Million Market Newspapers, Inc., 195
national network radio, 122 Milwaukee Journal, 108
national network television, 122 Minard, Guy M., 532—33
national newspaper, 122 Mini-laser television, 162
national outdoor, 122 Miniline, 202
national syndicated Sunday supple¬ Miracle White detergent, 453
ment, 122 Mrs. Paul’s, 262
national transit, 122 Mitchel, F. Kent, 477—78
and syndicate research services, 153 Modern Packaging, 480
planning, 112, 119 Modern Packaging Encyclopedia, 470
computers in, 128 Modern Talking Picture Service, Inc.,
iteration, 128—29 279-80
schedules, and ratings,'156 Money, 236
primary, 122—23 Monopolies:
problem, 130—33 and advertising, 36-38
pulsation, 126—27 and the FTC, 37
ranking, 518 Monotype, 406—7
schedules, 156 Monsanto, 580
seasonal program, 125 Montgomery Ward, 621
secondary, 123 Moore Special Tool Co., 67
selecting, for new product, 543 Moran, William T., 30, 31
self-regulation by, 685 Morison, Samuel Eliot, 20, 22, 23
services, 583—89 Mortimer, Charles W., 599—600
background, 583—84 Morton’s salt, 534
barter, 588 Moss, Frank E., 60
compensation, 587 Motivation, 297—99
functions of, 586 Motivation research, 326
independent, 579 Motorola, 329—30
relationship to advertising agency, Moto-Saw, 375
587 Moyer, M.S., 306
trade-out syndicated shows, 589 Ms, 23 6
working with, 587—89 Muhammed Speaks, 204
steady program, 125—26 Munsey’s, 11
strategy, 119—35 Murdock, George Peter, 286
defined, 119 Music:
role of product dealer in, 127 copyrighting, 447
timing, 125—27 radio commercial, 447, 452
supplementary, 270—81
advertising specialties, 270—76 N
films, 276—80
miscellaneous, 281 Nabisco, 56, 278, 468
programs, 280—81 National advertisers:
Yellow Pages, 280 contrasted to retail advertisers, 607
tie-ins, 127 leaders in 1890’s, 12
Medical advertising, control of, 13-14 top 50 in 1970, 136-37
Merchandise trays, racks, cases, 489 National advertising, 58, 62
Merchandising bus, 262 appraising, 509
Merchandising packages, 543 cooperative, 502—6
Merchandising plans, 482 origin of, 11
in media plan, 127 National Advertising Division of the
Merchandising services: Council of Better Business
magazines, 230—32 Bureaus, 687
newspapers, 208 National Advertising Review Board,
Merchandising tests, 487-89 687-88
Metro, 212 National Advertising Review Council, 31,
Metropolitan Life Insurance Co., 70 687-88
Michigan Bulb Company, 636 National Association of Broadcasters
742 National Association (cont.) New York Life Insurance Company, 361
Index (NAB), 685 New York Times, 117, 212, 580
National Business Lists, 670 New York Voice, 204
National Cash Register Company, 547, New Yorker, The, 117, 267, 685
673-74 Newsletters, 6
National Dairy Council, 278 Newspapers, 120, 122, 193-217
National Geographic, 220, 236 A, B, C schedules, 205—6
National Industrial Conference Board, 527 advertising in, 192—217
National Oil Fuel Institute, 315, 316, 341 buying space, 197—201
National Outdoor Advertising Bureau case report, 215—17
(NOAB), 254 color advertising, 210
National radio networks, 173—74 columns, 196
NBC network: cooperative, 505
beginnings, 17 expenditures in, 214
radio, 173 limitations, 194
television, 142 local vs. national rates, 196
Needham, Harper & Steers, Inc., 239 money spent on, 607
Network radio: origin of, 6—7
national media plan, 120 in the U.S., 9—10
programming, national, 174 black, 204
regional, 120 checking copies, 207
Network television: circulation, 192—93, 204
antitrust suit against, 165 comics, 212
commercial time on, 141—44 direct-response advertising, 641
national (ABC, CBS, NBC), 142 display advertising, 196
national media plan, 122 free, 214
participations, 144 how to select, 208, 210
programming: loose inserts, 213, 627
number of homes reached, 139 "make-goods,” 207
planning, 159 makeup restrictions, 202—4
regional, 120 marketing data, 208, 209
single sponsorship, 142—44 measuring space, 196-97
Networks, agency, 581 merchandising service, 208
New England Dairyman, 232 number of, in U.S., 192
New England Hardware Journal, 658 page positions, 203
New products: preprinted inserts, 213
advertising, 52, 78—82 rates, 197, 202, 608
schedule, 537, 544 recognition tests, 511
budget, 599 in retail advertising, 627
competitive stage, 536, 537, 538 self-regulation by, 685
complete campaign for, 532—62 sizes, 202—4
case report, 546-57 space contract, 201
creating advertisements and commer¬ special sales representatives, 205
cials for, 543 split runs, 212-13
development, 534 split-run tests, 647
distribution, 536 Standard Form Rate Card, 198
early buyers of, 292-93 syndicated supplements, 210-12
how to position, 533-34 tear sheets, 207
local media plans for, 120 trends, 213
and market segmentation, 102—3 want ads, 6-7
outline of steps for national campaign, weekly, 213-14
545-46 Newsweek, 522, 673
packaging, 535 Nielsen (A.C.) Company, 140, 150, 151,
and passive consumers, 111 525, 601
pioneering stage, 535, 536, 537 Audimeter, 155
pricing, 535 DMA, 158
selecting advertising media for, 543 Nielsen Station Index (NSI), 153
selling strategies, 539—45 TV Diary, 154
target market 536 TV Local market reports, 153
trademark, 535 Nonprobability samples, 322
New York Amsterdam News, 204 North Star Blankets, 344
New York Herald-Tribune, 13 Northwestern Mutual Life Insurance
Company, 328-29, 546—57 restyling, 474—75
Noxzema, 107 testing design, 478—79
Numa programming, 184-86 waste-disposal problem, 480
Numa System, 183 when to change design, 477—78
Nussbaum, John S., 116, 389 Painted bulletins, in outdoor advertising,
247-51, 254, 255
Paired comparison testing, 514, 529
O
Palmer, Volney B., 567—68
Pan American World Airways, 318, 342
Oaks, Jim, 674
Oelman, Robert, 547, 673, 674 Pan-American Coffee Bureau, 25
Offset lithography, 410—11, 417, 422 Panel, 323
O’Gara, James V., 167 Paneth, Erwin, 22
Ogilvy, David, 698 PAPA, 340
Ogilvy & Mather, 318, 533 Paper, 422-24
Ohio Farmer, 232 Parade, 211, 212
Old Charter Bourbon, 254 Participations:
Old Town Canoes, 375 radio, 176
Omega Flour, 123 television, 144, 148
Omnibus advertisement, 506 Pass-along circulation, 227
Open Pit barbecue sauce, 295 Patent-medicine advertising, 10-11
Opticals, television 436 Paterson, D. G., 399
Order card, in mail-order copy, 640 Pattern plate, 421
Oscar Meyer Company, 38 Peckham, J. O., 600—601
Ostlund, Lyman, C., 294 Penney, J.C., Co., 621, 629
Outboard book, 375 Pepsi-Cola, 291, 452
Outdoor advertising, 4, 120, 122, 243—58 Pepto-Bismol, 353
advantages, 243 Percentage-of-sales method, 599
buying, 252—54 Perfect competition, 41
circulation, 252 Performance risk, 295
comparison of standardized, 255 Periodical Publishers Association (PPA),
copy, 257 576
defined, 243 Periodicals, advertising, 700-702
features, 243 Personal interviewing, 323
forms, 244—52 Peugeot, 284
Highway Beautification Act, 257—58 Phifer Wire Products, Inc., 278
inspecting, 254 Philadelphia Cream Cheese, 104
limitations of, 244 Philadelphia Inquirer, 117, 212
painted bulletins, 247—51 Phoenix Mutual Life Insurance Co., 341
plant operators, 244 Photocomposition, 407—9
posters, 245—47 Photoengraving, 412-18
rates, 253 halftone plates, 416—18
riding a showing, 254 line plates, 413—16
selecting sings, 254—57 Benday process, 413-16
shopping-center panels, 252 four-color halftone, 415-16
spectaculars, 251 line color, 416
traffic-flow map, 256 Photoscripts, 431, 433, opp. 442, opp.
trends, 258 443, 443, 556
and zoning laws, 244, 258 Piggybacking, 148
Outdoor Advertising Association of Pillsbury Company, 589
Louisiana, 256 Pinto, 49
Overholser, Charles, 328 Pioneering advertising, 78—82, 89—90, 107
advantages in, 89-90
P of new products, 535, 536, 537
new stage of, 90—92, 96
Pacific Gas & Electric Co., 342 Piper Aircraft Corp., 238, 343
Package rate, television, 147-48 Pittel, George, 623, 626
Packaging, 469—80 Plan board, in advertising agency, 576
basic requirements, 469—70 Plan rate, television, 147
designing new, 473—76 Plant, Alfred L., 695
-ideas, 470—72 Plant operators, 244, 252
legal aspects of, 479—80 Playback testing, 513—14
restraints on, 480 Playbill, 281
744 Playboy, 219, 233, 236, 647 sampling, 499—500
Index Playtex, 51 testing, 120
Pledge, 105, 106 variations, 103—7
Plumb Tools, 375 Product brand manager, 596
Point-of-purchase advertising, 483-92 Production, print, 394—426
displays, 485-92, 519 department in agency, 573
Polaroid, 49, 342, 349, 351, 376 halftone finishes, 418—22
Pomerance, Eugene, 124, 125 major processes, 409-12
Popular Mechanics, 219 major typesetting methods, 403-9
Population, 8, 20, 25 offset plates, 422
Porteous Mitchell & Braun, 629 paper, 422-24
Positioning: photoengraving, 412-18
case report, 116—17 planning the work, 424—26
of new product, 106-8, 533 schedule, 425—26
Posters: typography, 394-403
in outdoor advertising, 245—47, 255 Production, radio, 453-54
in transit advertising, 267—68 Production, television, 434—37, 440,
Post-testing, of ads, 508 441-42, 443
Poultry Press, 232 Production costs:
Preemptible rate, television, 147—48 vs. air time, 631
Preferred-position rate, newspaper, 197 effect of advertising on, 33
Premium Advertising Association, 495 Production schedule, 424—26
Premiums, 492—96 Production studio, 437
Presbrey, Frank, 6, 12, 22, 568 Professional advertising, 58, 658
Preselected sampling, 153 Programs, advertising on, 280-81
Pressing, radio, 454 Progressive Grocer, 484
Pretesting, of ads, 508 Projective study, 326
Pricing: Promotional plans:
competition, between advertisers, 38 cents-off coupons, 501
of products, 50, 53, 535 contests, 497—99
Primary circulation, 227 deals, 501—2
Prime time: sampling, 499-500
radio (See Drive time) Promotions, 482
television, 147 Provident Loan Society, 263
Printer’s Ink, 16, 684 Psychographic characteristics, 110—11
Printer’s Ink Model Statute, 16 Psychology, and advertising, 295—305
Printing processes, 409-12 Psychology Today, 236
Probability samples, 321 Psychosocial risk, 295
Procter & Gamble, 27, 37, 50, 99, 259, Public domain, 447
596, 598 Publications, industrial, 668
Proctor-Silex Corporation, 34-35, 38 Publicity, business, 672
Producer: Public-service advertising, 60, 72, 73
radio, 454 Puck, 212
television, 434, 437 Pulsation, 126—27
Product: Pulse, The, 153
and brand policy, 50 Pure Food and Drug Act, 13—14
changing styles, 100 Purex, 690
defined, 99—100 Puritan Shirts, 470
differential, 52—53
displaying, 485-92 Q
distribution, 50, 120-22, 536
media plans, basic, 120—22 Quaker Oats, 11, 468
establishing distinctive image, 318 Quantity discounts, newspaper, 197
improvements, 46—47 Questionnaires, 320, 325, 326
life cycle, stages in, 77-93 Quota sample, 321
new (See New Products) QT tanning lotion, 108
overall market, 108
packaging, 469-80 R
pricing, 50, 53, 535
protection, 149 Radio:
repositioning of, 107-8 advantages of, 169—71
research on users, 112 advertising on, 169—91
Radio (cont.) for outside bus advertising, 266—67
expenditures, 19, 171 radio, 175, 176, 181
origin of, 18 television, 145
in regional media plan, 120 Rates:
structure of, 173 magazines, 225—27
AM, 172-73, 182 newspapers, 197—202, 608
announcer, live, 454 radio, 176—78
audience research, 171, 179 television, 145—48
barter, 588 Ratings:
broadcast day, 175 and planning schedules, 156
commercials, 445—54 television, 156
corporate industrial advertising, 674 See also Audience rating services
drive time, 176 RCA, 50, 78, 472
FM, 172, 171-82, 188 Reach, of media, 124—25
gross rating points (GRP’s), 186 newspapers, 204
history of, 17—18 radio, 182—83
limitations of, 171 television, 157
local, 174 See also Retail advertising
local advertising, 628 Reader’s Digest, 42, 219, 223, 230, 236,
network programming, 174 524, 685
networks, 173—74 Readership tests, 511—12, 529
Numa programming, 184-86 Realites, 117
number of sets in U.S., 169 Rebating, 578
production, 453—54 Recall studies, 510
rates, 176—78 Recognition tests, 510
reach, 182—83 Record-club ads, 638
recording, 454 Record Club of America, 650-51
retail advertising, 628 Recording studio, radio, 454
self-regulation, 685 Reece, Bonnie B., 42
simulcasts, 182 Reeves, Rosser, 521
spot, 174 Reference books, advertising, 704
station programming, 180-81 Regional media plan, 120
stations (AM), four classes of, 173 Regional network radio, 120
structure, 175 Regional network television, 120
tape, 454 Regional radio networks, 174
time: Release, legal, 380, 690
classifications, 175—76 Religious publications, early, 10
drive, 176 Remington, 78, 88
frequency discounts, 176 Renault, 509
how sold, 176 Repositioning, case report, 116-17
participations, 176 Research, advertising, 320—28
planning and buying, 187-88 director, in advertising agency, 576
preemptible vs. nonpreemptible, 176 guidelines, 527—29
run-of-schedule, 176 methods:
special features, 176 comparison tests, 511, 529
Standard Billing Month, 180 hidden-offer tests, 529
Standing Billing Week, 180 matched-set comparison tests, 529
Total Auidence Plans, 176, 177 mathematical models, 527
weekly package plans, 176 paired comparison tests, 529
transcription network, 174 physiological measures, 527
trends, 188 readership tests, 511—12, 529
Radio Advertising Bureau, 182-83 store sales tests, 529
Radio Broadcast Magazine, 17 telephone, 513
Radio Market Area (RMA), 186 tracking measures, 526—27
Ragu, 295 trend-line studies, 529
Ralston Purina Company, 103, 533, 534 motivation, 326
Ramond, Charles, 524 services, syndicated media, 705
Fvandom samples, 321 structured, 320—26
Raphael, Harold J., 479 unstructured, 326—28
Rate cards: Residual fees, 437
magazines, 225 Response-derived list, 643
newspapers, 198—201 Retail advertising, 58, 65, 607-32
746 ad runs, 619 Satellite television, 165
Index advertising department in department Saturday Evening Post, 18, 223, 570
store, 613—14 Saturday Review, 117, 643
advertising schedule, 616-19 Scab, McCabe, Sloves, Inc., 385
career opportunities, 632 Scandinavian Airlines, 215—17
catalog merchandise stores, 626-27 Scatter plan, 144
chain department stores, 621—22 Schaefer beer, 318
cooperative, 619—21 Schedules:
differences between national advertising direct-mail advertising, 645
and, 607-8 magazines, 225
direct-mail, 631—32 newspapers (A, B, C), 205-6
discount stores, 622 See also Timing
importance of television station, 630-31 Schlitz beer, 318
media mix, 627—32 Schwab, Victor O., 342
in newspapers, 627 Scope mouthwash, 353
on radio, 628 Scotch tape, 340
specialty shops, 626 Scott Paper Company, 502, 514-15, 539
supermarkets, 622—26 Screens, 417-18, 423
on television, 629—31 Scripts, TV, 430-33
production, 443 Sealed Power piston rings, 342
traditional department store, 608-21 Sealtest, 432-33
Retail stores, classes of, 608 Sears, Roebuck, 350, 621, 629, 631-32
Retentive advertising, 86-87, 90, 92-93, Seasonal program, 125
538 Securities and Exchange Commission, 684
Revlon, 56 Self-liquidator, 492
Reynolds Metals Co., 90-91, 263, 340 Self-service shopping, 53
Rhame, John F., 580 Selling:
Riding a showing, 254 costs, effect of advertising on, 33
Rike’s, 629 problems, 539—45
RMA, 186 strategy, of new product, 539-45
Robinson, H. Copland, 439 Service marks, 468
Robinson, Patrick J., 510 Services, advertising, 57, 68
Robinson-Patman Act, 18, 502, 682 Sets-in-use, 156
Rockefeller, John D., 15 Settel, Irving, 17, 22, 170
Rogers, Everett, 293 Seventeen, 219
Ronson, 93 Shake ’n Bake, 534
Roosevelt, Franklin D., 18, 19 Share of audience, 156
Ross, Wallace A., 447 Share-of-market method, 600—601
Rotary plans, 250—51 Sharwen, Fred Albert, 22
Roth, Mel, 241 Shell Oil, 592
Roth, Paul M., 156 Sherman, Milton, 52, 90
Rotogravure printing, 411-12 Shopping habits, of consumers, 484
Rough cuts, 442 Short, Carl J., 189
Roughs, 377 Short rate:
Rowell, George P., 568 magazines, 227-28
Run-of-paper position, 197, 210 newspapers, 202
Run-of-schedule rate, 148 Showings:
Run-of-station rate, 176 poster, 245-47
Rush, Holton C., 123 in transit advertising, 262, 265-66, 268
Rushes, 442 SIC, 669
Ryan, Gordon, 23 Signs, 489
Silhouette halftone, 418, 419
S Silkscreen printing, 412
Simmons Reports, 112, 153
Saab, 82 Simoniz, 661
Sales, as measure of advertising, 510 Simulcasts, 182
Salesmen, 51, 509 Singer, Jules B., 694-95
Sales-promotion plans, 482 Singer Company, 90, 91, 94-97, 430-31
Salton Hotray, 352 Single sponsorship, 142—44
Sampling, 320-28, 499-500 Siquis, 6
Sampson, Henry, 22 Sissors, Jack Z., 100
Sanka coffee, 477 Sky waves, 172
Slice-of-life commercials, 294 Standards, in advertising, 43 747
Sloane, Leonard, 56 Starch, Daniel, 511—13 Index
Slogans, 353-54 Starch 1969 Annual Media Study of
Slusher, Richard, 629 Primary Audiences, 213
Small-car buyers, 112—14 Starch Reports, 511, 512, 571
Smith-Corona, 540 Starr, Martin Kenneth, 31
Social classes, 290—93 State radio networks, 174
Social Research, Inc., 307 Station and platform posters, 267—68
Sociology, and advertising, 56—57, 290-96 Station programming radio, 180—81
Sodaburst, 336—37 Station representatives, 149
Solarcaine, 340, 660 Steady program, 125-26
Sony, 80—81 Steiner, Gary A., 297, 344
Space buying: Steinway, 358
in magazines, 225—30 Stereotypes (stereos), 421—22
in newspapers, 196—201, 212 Stocker, James D., 502
in outdoor advertising, 252—54 Stocking, George W., 41
in transit advertising, 262—64, 265—67 Store sales testing, 525, 529
Space contract, 201, 225 Story line, 428
Space salesmen, 567—68 Storyboard, 429, 432, 438
Special features, 148 Stratified sample, 321
Special newspaper representatives, 205 Stromberg Carlson, 51
Specialty Advertising Association, 272, Structured research, 320—26
273, 274 Study on Consumer Judgment of
Specialty advertising counsellor, 272 Advertising, 31—32
Specialty shops, 626 Subway advertising (See Transit
Spectaculars, in outdoor advertising, 251, advertising)
255 Supermarket, 658
Split runs, 212, 221 Supermarketing, 28
Split-run tests, 508, 647 Supermarkets, 20, 622—24
Spode china, 36 Supplements, syndicated, 210—12
Sports Illustrated, 219, 236, 546 Surveys, special, made by individual
Spot, two meanings, 145 media, 112—15
Spot radio, 120, 174 Suzuki, 351, 353
Spot television, 120, 141, 145, 167 Swanson Frozen Foods, 103
Spot time: Sweepstakes, 679
buying, 145—47 Sweet ’N Low, 294—95
rates, 145 Syndicate research services, 153, 705
Spot-buying guide, 152 Syndicated services, 112
Square halftone, 418, 419 Syndicated shows, trade-out, 589
SRDS (See Standard Rate & Data Syndicated supplements, 210-12
Service) Synergistic effect, 123
SSC and B, Inc., 240
Stages of advertising, 77—78 T
compared, 90
competitive, 82—85, 87, 95 Take One, 262
different, in different markets, 87 Tape, radio, 454
pioneering, 78—82, 89—92, 94 Tarbell, Ida M., 22
retentive, 86—87, 90 Target marketing, 99—117, 536
shift of, in one market, 87 defined, 100
Standard Advertising Register, 462, 463 Task method of budget making, 599
Standard Billing Month, 147, 180 Taste, public, 25—26
Standard Billing Week, 147, 180 Tasters Choice, 83
Standard Form Rate Card, 198—99 Teflon, 59, 66, opp. 443, 468, 602
Standard Industrial Classification Index Telephone coincidental method, 153
(SIC), 669, 671 Telephone interviewing, 323
Standard of living, 43 TelePrompTer Cable TV, 163
Standard Oil Company, 15 Television:
Standard Oil of N.J., 674 advertising in, 139-66
Standard of quality, 53 advantages of, 139—40
Standard Rate & Data Service (SRDS), expenditures for, 19, 139
146, 174, 178, 198, 200, 228, 259, in regional media plan, 120
261, 264, 266, 269, 668 affiliated stations, 142
748 Television (cont.) Television Bureau of Advertising Index,
Index audience research (See Audience rating 139
services) Testimonials, 293, 294, 429
barter time, 588—89 Testing:
cassettes, 166 aided-recall, 513, 529
Certificate of Performance, 148-49 attitude, 523—24
children’s programs, advertising on, comparison, 511, 529
685-86 copy playback, 511
closing time, 148 direct-response, 647—54
commercials, 428-43 hidden-offer, 518, 529
limitations of, 140—41 mail-order ad, 516
See also Commercials, television matched-set comparison, 523, 529
corporate industrial advertising, 673—74 paired comparison, 514, 529
delayed telecast, 142 playback, 513—14
direct-response advertising, 655 readership, 511-12, 529
early history of, 19—20 recognition, 511
forms of usage, 141—47 store sales, 525, 529
frequency, 157 theater plan, 518
fringe time, 147 unaided-recall, 513, 529
impact on advertising, 139 Texas Food Journal, 658
local, 141, 607 Text type, 395
make-goods, 149 Textile Fiber Products Identification Act,
in a market, use of, 159—60 683
markets, defining, 158 Thain, Gerald J., 680
mini-laser system, 162 Theater testing, 518
network, 141—44 Theatrical films, 277
number of sets in U.S., 139 Thom McAn, 580
participations, 144 Thomas’ Register of American
penetration, 156 Manufacturers, 672
planning: Thompson, J. Walter, agency, 431, 438,
elements of, 149—67 441, 515, 553, 571
network buying, 159 Tietjen, Karl H., 299
spot buying, 159—60 Time, 220, 221, 223, 236, 522, 673
prime time, 147 Time buying:
product protection, 149 network, 144, 159
production, 434-43, 629-31 radio, 187—88
programming diversity, 140 spot, 159-60
public-service, 60 television, 145—47
rates, 147-48 Time classifications:
ratings, 142, 656 radio, 175-76
reach, 157 television, 145—47
in retailing, 629—31 Time discounts, newspapers, 197
satellite, 165 Time-Life Books, 654
schedules, basic planning of, 159-60 Timex, 119, 342
self-regulation by, 685 Timing, 125
sponsorship, 142—44 of automobile advertising, 127
spot, 141, 142, 167 of media strategy, 125—27
spot schedule, 159—60 pulsation, 126—27
Standard Billing Month, 147 of radio commercials, 446
Standard Billing Week, 147 seasonal program, 125
station, in retail advertising, 630—31 steady program, 126-27
station representatives, 149 Timken, 674
structure, 141 Tinker, M.A., 399
time buying, 144-48, 159-60 Toilet Goods Association, 601
time classifications, 145—47 Toro mowers, 83
time sales, 142 Total Audience Plans, 176
time scheduling, in direct-response Total bus, 267
advertising, 64l Total cereal, 493
trade practices, 148—49 Total concept advertising, 339
UHF stations, 160 Total readership, of magazines, 227
VHF stations, 160 Total total bus, 267
Television Age, 596 Town criers, 4
Townley, Preston, 52 Transportation Display, Inc., 268
Tracking measures, 526—27 Travelodge International, 189—91
Trade advertising, 58, 63 Trend-line studies, 529
Trade association advertising, 69 Trends:
Trade associations, 57, 576, 577 in American life-styles, 300-303, 533
Trade deals, 502 in direct-response advertising, 656
Trade names, 459 in magazines, 233-36
Trade papers, 502, 658-63 in marketing, 102
AIA Media Data Form, 662, 663 in newspapers, 214
circulation audits, 662 in outdoor advertising, 258
controlled circulation, 658—62 in packaging, 470—71
copy, 662—63 in radio, 188
editorial policy, 662 in television, 165—66
Trademarks, 20, 53, 89, 459—68, 535 Trevira, 298
certification marks, 468 "Trivial differential,’’ 26—29
creating, 463—64 "Truth in Advertising,” 686—87
defined, 459 Tuborg, 241
distinguished from trade names, 459 TV commercials production department,
forms of, 461—63 in agency, 573
house marks, 467 TWA, 87, 275, 276
importance of, 36—37 Two-way cable communication, 164
legal requirements of, 459—62 Typesetting, major methods, 403—9
for new product, 535 Typographer, advertising, 400—402
registering, 464—65, 692 advertising typographer, 400—402
service marks, 468 caps and lowercase, 399
user generically, 465—67 display type, 395
Trade-out syndicated shows, 589 leading, 399
Traditional department store advertising, for outdoor advertising, 257
608-20 proofreader’s marks, 403
advertising department, structure of, type families, 398, 399, 401
613-14 type fitting, 400
budget, 614—16 type font, 397—99
promotional, 609 type measurement, 395—97
Traffic Audit Bureau (TAB), 252 typefaces, 394—95
Traffic department, in agency, 573
Traffic flow, 254—57 U
Training course, in advertising agencies,
697-98 UHF stations, 160—61
Transcription, radio, 454 Ultra-Brite toothpaste, 105
Transcription network, 174 Unaided-recall tests, 513, 529
Transit advertising, 120, 122, 259—68 Union scale, 436—37
defined, 259 United Fruit Company, 278
exterior, 265—68 Unity Buying Service, 639
basic bus, 267 Universe, 320
posters, 267—68 Unstructured research, 326—28
rates, 266—67 US. News & World Report, 112, 673
showings, 268 U.S. Time Company, 119
sizes of units, 265
SRDS information, 261 V
total bus, 267
total total bus, 267 Value goals, 34, 49
trains and air terminals, 268 VanSant, Dugdale and Company, 327
interior, 259-64 Vaseline, 469
basic bus, 267 Venet Advertising Inc., 56
buying space, 262—64 Venture Stores, 64
circulation, 261 Verified Audit Circulation Company
standard sizes, 261 (VAC), 662
Take One, 262 Vertical industrial publications, 668
Transit Advertising Association, 260 VHF stations, 160—61
Transit Advertising Measurement Bureau, Video, 428
259 Videotape, 165, 434, 435
Transportation, 7—8 Vincent, Raoul, 217
Index Visualization, 356—67 Wilson, Woodrow, 16
750 Vitt Media International, 186, 187, 584-85 Wind, Yoram, 102
Volkswagen, 38, 49, 295, 513 Winick, Charles, 288—89
Volvo, 386-88 Women’s Wear Daily, 658
Vos, Frank, 637 Wood, James Playsted, 16, 22
Vosburgh, R.G., 306 Wool Council, 57, 234-35, 468
Wool Products Labeling Act, 683
W Woolworth, 622
World Book Encyclopedia, 637
Wall Street Journal, 290, 522, 673 World War I, advertising in, 16—17
Wallpaper Council, 57 World War II, advertising in, 87
Wanamaker’s, 77 Writing:
Wankel engine, 79 radio commercials, 445—47
War Advertising Council, 19 television commercials, 429, 434
Warner, W. Lloyd, 292, 307
Washington Cattleman, 232 X
W ashingt on Post, 117
Waterman pens, 100 Xerox, 83, 143
Watkins, Myron W., 41
Wave scheduling, 126 Y
Wedgwood china, 36
Weekly package plans, radio, 176—77 Yankelovich, Daniel, 99, 100, 301
Weight Watchers, 468, 471 Yankelovich Report, 445, 550
Weinberg, Robert S., 601-2 Yellow Pages, 280, 345, 509
Wells, William D„ 303 Young & Rubicam, 571
Western Electric, 580
Westinghouse Broadcasting Company, 183 z
Westinghouse Electric Company, 38, 340,
343, 345, 347, 504-6 Zayre, 622
Weyerhaeuser Company, 520-21 Zeltner, Herbert, 126
Wheeler-Lea Act, 18, 678 Zenith hearing aids, 341
Whitmier and Ferris, 248 Zerex antifreeze, 318
Wilkinson, M.E.A., 238 Zielske, Hubert, 124, 125
Williams, J.B., drugs, 56 Zoom, in TV commercials, 436
h